advertising campaign

A series of advertisements of a brand based around a single theme in which the instruments of an integrated marketing communication is used at the same period (it can last from weeks to years). This kind of marketing strategy is usually very expensive, as it appears across different types of media channels (television, press, sites) to reach a concrete segment of the population.

Bauer András, Berács József & Kenesei Zsófia (2007). Marketing alapismeretek. Aula Kiadó. Budapest. 323–324. p.
Chandler, Daniel & Munday, Rod (2011). A Dictionary of Media and Communication. Oxford University Press. Oxford. 5–6.p. See the Online Edition