The idea of an ‘ad campaign’ is a concept as old as advertising. Historically, brands ran ad campaigns over a specific time horizon (a month, a quarter), after which they would assess whether their creative and media mix was working.
In many cases, advertisers took this approach because they had to – TV buys needed to be lined up weeks or months in advance, and getting data back on effective reach and sales could be a strenuous process. A simple question like ‘how are TV spots affecting our new razor’s perception among young males?’ wasn’t always easy to answer.
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Source: The Drum
Industry News