Essay on advertising campaigns

Fabián Steven Acero Rodríguez

THE ROLE OF NEW FORMATS WITHIN CAMPAIGNS

Advertising campaigns have been used to communicate messages from brands whose
objectives are to position themselves in the consumer's mind or make themselves known
through a speech in order to persuade. This message, which is created from different
proposals raised from the different points of view of a work team made up of: creatives,
graphics, editors, among other members of the advertising agency, ends up being the basis
of a good campaign, but not Its effectiveness is guaranteed without being complemented by
a good creative strategy, and to all this, now is added the need to accommodate other
formats or media, which has led agencies to rethink through which means it is most
effective to communicate to the different audiences that have emerged.

As Víctor Gañan says in his blog “Internet advertising has incorporated new platforms and
business opportunities for companies and brands, there are many types of advertising
channels on the Internet” ( https://blog.servilia.com/la-importancia- of-advertising-on-social-
networks/ ) Starting from this quote, I think that ancient advertising was concerned with
what the message was, it focused on what to say in order to reach people and promote what
sales were. That was their main objective, but now it is not like that, today's advertising
agencies have one more concern, apart from the simple creation of the message since with
the development of new technologies, the internet has been one of those heavyweights.
which covers a large percentage of the investments that companies make in advertising
issues.

And advertising has understood the technologies that emerge today and has known how to
adapt to them, in such a way that on the Internet hundreds of ways have been created to
communicate to consumers, and not only that, but at the same time it can Segment the
audience to whom you want the message to reach. Taking the above into account, we reach
a relevant point in the process of an advertising campaign and that is the media part, how
important this point has become in recent years within the creative strategies of the
agencies, and even more so the digital aspect. that the campaigns have had to
accommodate.

It should be noted that the process of an advertising campaign is reflected in a good creative
strategy, and this depends on the message that is created, to the form and means in which it
is communicated, thus concluding how technology has invaded the form and percentage of
companies' budget for their advertising, in a way that makes it more measurable and offers
new alternatives for audiences that have emerged with these new ways of advertising.