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Good Marketing Campaign Components

  • Defined Audience
  • A Solid Offer
  • A Hook
  • Brand Awareness
  • Advantage

A good marketing campaign will appeal to a large customer base and make those customers interested and excited about that campaign. Whether you want to market a service or a product, you need to know how to make your campaign really pop. The top ad campaigns of all time share a few key things in common, and these are the same components that your own campaign needs.

Defined Audience

It’s almost impossible to launch an ad campaign that targets all prospective customers at the same time. To make your campaign a success, you need to select the audience that you want to reach in advance and target it specifically to those people. You might market a new baby product to pregnant women and new parents, target the millennial generation with a new soft drink or focus on selling tech products to IT professionals. Narrowing down your focus and targeting one specific audience can make your campaign more successful.

Recommended reading: Top 20 Cheap Online Marketing Degree Programs (Bachelor’s)

A Solid Offer

According to Forbes writer John Rampton , a successful marketing campaign must contain a solid offer, which provides customers with a reason for buying from your company. Rampton suggests giving away something like a free consultation or a free e-book. As a lawyer, you can end your ad will a call for action and urge clients to call and schedule a free consultation with your office. The offer can also include a reason for customers to act right now such as a limited time sale. This builds excitement in the minds of customers and makes them want to take advantage of the offer right away.

A Hook

One of the most memorable ad campaigns of all time came from Coca-Cola, which built a series of commercials around a jingle. This jingle was so popular that it became a hit song and led to people all around the world singing the song. Though your ad may not feature a jingle, it should contain some type of hook that grabs the attention of customers and makes them want to learn more. When you create a good hook, you may even see your ad go viral and spread to customers you never thought you would reach.

Brand Awareness

Some companies make the mistake of focusing so much on creating a viral ad campaign that they forget about the products they want to sell. If you create an interesting and entertaining ad that focus on celebrities or funny things, you might see your ad go viral but not get any sales off that ad because viewers do not know what you want to sell. That is why it’s so important that your campaign include brand awareness. The ad must highlight the product you want to sell or the service that you offer.


Before deciding on an ad campaign, ask yourself what it is that sets your company or product apart from all others. Whether you sell toys, books, clothing or jewelry, you need to show customers why they should pick you and what advantage you have over other companies. Pepsi did this in the 1980s with a series of commercials that showed shoppers choosing Pepsi over Coca-Cola in a blind test taste. When customers learn how you can help them, they’ll pay more attention to your ads.

A successful ad campaign can help you launch a new product, offer services to clients or give customers a reason to try a product that you make. No matter what you sell or offer, you need to know how to make your campaign a hit. The components of a successful marketing campaign include both a hook and a solid offer.

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