Advertising campaigns are developed to achieve a particular goal or a set of goals. Such goals typically include establishing a brand, raising brand awareness, increasing the rate of conversions/sales. The degree of success or failure at reaching these goals is measured with analytic tools. For instance, Google Analytics offers a set of instruments for reviewing and evaluation of online campaigns. There are 5 key points at which an advertising campaign must consider to ensure an effective campaign. These points are, integrated marketing communications, media channels, positioning, the communications process diagram and touch points.

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