NCERT Book Class 12 New Age Graphics Design Campaign Design

Campaign is typically a military term used for a well organised course or a series of action. It means strategic planning for all round action as was done for a war, taking into account attacks on surface, from air and sea, by the army,air-force and navy. Similarly, in an advertising campaign a multi dimensional strategy is planned by using different media.
Design for an Advertising Campaign is not only to create a beautiful layout for the sake of aesthetics or creativity, it should also be useful. It usually is well planned and designed after deep thought and thorough brain storming sessions into a functional organic unity of copy, typography, illustration symbol, product. Design as a whole, all elements should be integrally related to each woven into a theme, one related to the other to convey the message.
The different advertisement layouts of a campaign must be harmonious and clarify the purpose and expression of an idea through its execution. All the aspects of the campaign,A to Z must be taken into consideration. Apart from the function and method of production, the idea is of course important for an effective and desired result. The idea is abstract, it should be given a theme to make it result oriented so that people should respond to it, sales must go up. Only then the design of a campaign is considered successful. The creative group working on the campaign tries to resolve things by first understanding the purpose of the advertising This may be:
• to introduce and launch a new product or service.
• to get the product used in place of the competitor’s.
• to increase the frequency of use.
• to create a new long term habit.
• to arouse interest and provide technical information.
• to obtain seasonal sales where appropriate (cough syrups, air conditioners, room heaters etc.)
• to impress the retail trade.
Only after this, an advertising campaign is designed.

Kinds of Campaigns

Campaigns are designed with different reasons and objectives. The main two kinds are Product Promotion and the other kinds are where there is no product but a service or idea or just a message. We will see them in detail to understand the difference.

Product Promotion
It is obvious that a product has to be sold and that is the prime and ultimate goal. However the planning and approach in designing a campaign for different types of products is different. Campaigns for fast moving consumer good (FMCG) like toiletries, snacks beverages etc. usually

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