To advertise a product or service, a company must plan an advertising campaign. An advertising campaign is a group of advertisements, commercials, and related promotional materials and activities that are designed as part of a coordinated advertising plan to meet the specific goals of a company. An integrated advertising campaign involves the creation and coordination of a series of advertisements around a particular theme.

Key Terms:
Advertising campaign
Advertising agencies
Headline
Copy
Illustration
Clip art
Signature
Slogan

Objectives

*Discuss how advertising campaigns are developed
*Explain the role of an advertising agency
*Identify the main components of print advertisements