ABSTRACT
An integrated advertising campaign can be defined as a family of ads that share a visual/verbal identity and promote a single idea to a defined target audience. Multiple targeted media vehicles are used to reach the intended audience with a specific message about a particular product, service, or company. A multimedia campaign’s job is to announce a brand’s presence in the market, create an identity, build awareness for a product or service, and promote a sale. The integrated choice of media vehicles used in a campaign should reach the target where they are and gain enough attention to influence consumer behavior and attitude. Consumer attention is no longer guaranteed, so the message must be relevant and placed in a location the target is sure to see it.
