1. Type of Message Audience Techniques Success / Effectiveness
Campaign
The main message of a The audience for As these campaigns tend to mostly This type of campaign is
commercial campaign is to these commercial depend on the creative and media very effective as the
Commercial promote, and advertise a campaigns is usually industry, they use these following techniques used to
specific product (i.e. everyone. But the techniques for their campaign convey the campaign is
perfume) /event audience can vary and view by the mass public.
(Olympics). Also these differ depending on 1. Media advertising So as people see an
campaigns help with the the product 2. Adverts/commercials advert, they tend to
balance of the economy promoted/event itself 3. Celebrity Endorsement buy the product and
as buying the product (i.e. – perfume for 4. Radio broadcasts/posters near this attracts more
promoted by the campaign women – aimed at bus tops/train station/public customers and it also
will increase sales levels. women, Toys – aimed areas increases sales
They aim to increase at children.) 5. Banners/billboards levels,which therefore
revenue of the products They may have a very 6. Websites/ trailers played at means more income.
being sold; increase broad audience which the beginning of a film in the They will usually
awareness of the subject can even be cinema measure their success
and raise company international 7. Stalls set up in shopping malls through the increase in
awareness. depending on the etc. sales.
product. However, it 8. Social Networking sites
can also be a never 9. Posters and banners in
narrow audience. supermarkets or shops related
to a product (i.e. Food,
Perfume)

2. The main aim of a This type of campaign Charity campaigns usually have Charity campaigns are
charitable campaign is to is usually targeted at techniques which are more hands on quite effective as their
Charity fundraise and to promote different people but and practical. For instance: main aim is to help
a good cause. predominantly those people e.g. people with
Charity campaigns usually who are able to 1. Events, stalls, have a money cancer. As these
raise awareness and donate. Charitable collection box, have a prop to campaigns are striving
money in order to support campaigns have a identify them (eg: red nose for to help people, there
either people, or animal tendency to specify red nose day), posters etc. messages are quite
welfare etc. For at school as they are 2. Fund raising activities appealing. These types
instance, the children in able to raise money 3. Media Advertising of campaigns have been
need charity campaign on a larger school. 4. Celebrity Endorsement effective because every
raise a huge amount of The school will put on 5. Exhibitions year huge amounts of
money and it funds the events and the money 6. But some charities use the money have been raised
money to different raised will go to the commercial technique where a and small donations have
organisations that help charity. The campaign video may be created for more saved many lives!
thousands. Charitable will look at who is the effect. They measure their
campaigns get an audience best audience to aim The money raised from these success through the
to donate, sometimes for before starting TV commercials is usually in amount of money raised
looking for particular their campaign. the form of donation cheques, and the amount of
organisation contribution. monthly donation (e.g.: £2 signups for petitions.
per month) etc.
7. Websites
8. Social Networking

3. A pressure groups’ main The audience of a Pressure group campaigns mostly Political campaigns are
Pressure aim is tochange policies pressure group rely on targeting the people that effective to some
Group or behaviour within a campaign can vary as they are aiming their campaign at. extent. They are
certain company or school each individual’s They also use the following methods effective because these
for instance policy change campaign can have to get their message across: campaigns tend to have
or behaviour change. different aims and high motives and their
They look to promote motives. Usually the 1. Public protests – holding target audience is
awareness of issues or target audience for banners and marching in the usually the government.
change a situation or these types of streets etc. The government might
view. campaigns are very 2. Set up a stall outside the change their policies due
targeted and specific office of their target audience to public pressure, but
An example of this is depending on the 3. Display posters and distribute sometimes these
Jamie Oliver. He aims his issue. However, they the leaflets to members of the campaigns do not get
campaign to a particular also target someone public their way due to
audience (children and who is in a higher 4. Media Advertising, Commercials financial or other
parents). In which he position For example 5. Websites issues.
then tried to change Jamie Oliver’s 6. Emails to the public They measure their
their views on healthy Campaign – as well as 7. Interviews with people who success through the
eating by using different it being aimed at support the campaigns views in attendance to their
techniques to get through children and parents; the form of radio broadcast, protests, the impact
to the children and the he also intends to television interview slots they had on their
parents. make a change within 8. Social Networking changing policy and the
the government and in 9. Performance – TIE (theatre in number of people who
schools. education). signed up to their
petitions.

4. Political A political campaign aims The audience for a Political campaigns usually have Political campaigns are
to raise awareness of political campaign are extensive methods in order to get most of the times
political issues and always over 18’s. their message across as an election. successful for example
influence a certain policy. They target those the Barack Obama
They want to gain support with an interest in 1. Fundraising activities - Campaign – running for
from a particular various political meetings with large donors who US president.
audience to gain support issues. As the issues
are interested in the motive of
for a particular political affect society the If the message is
the campaign
party. They seek to audience is most likely crafted carefully
influence a specific the public as the 2. media (newspapers, radio, throughout the campaign
group’s decisions and impact of the television, etc the candidate will gain
opinions. campaign is reflected the success that he or
3. Mass meetings, rallies and
through their votes. she aims for. The
The aim/message of a In some cases the protests winning candidateis
political campaign contains audience could also be 4. Speeches and Debates refined and then
the ideas that a the government. becomes his or her
5. Modern Technology and the
candidate wants to share Their audience is very political agenda in
with the voters. The targeted due to the Internet (mass communication - office.
message often consists of issues of the i.e. podcasts and websites.) The campaign will mainly
several talking points campaign, whilst the 6. Voting through mail, website measure its success
about policy issues. The audience is also quite through the outcome of
forums etc.
main issues of the braod. an election and the
campaign are repeated 7. Social Networking sites number of votes.
frequently in order to
have their desired
effects on its audience.