Marketing campaigns promote a product through different media, including television, radio, print and online platforms. Campaigns don't have to rely solely on advertising and can also include demonstrations, word of mouth and other interactive techniques. Businesses operating in highly competitive markets may initiate frequent marketing campaigns and devote significant resources to generating brand awareness and sales.<br/>Marketing campaigns can be designed with different goals in mind, including building a brand image, introducing a new product, increasing sales of a product already on the market, or even reducing the impact of negative news. Defining a campaign's goal usually dictates how much marketing is needed and what media are most effective.<br/>A MarketingCampaign specifies:<br/><ul>
<li>the Budget allocated, forecasted and achieved,</li><li>the targeted Parties (PartyProfile),</li><li>the SaleChannel and the ContactMedium or Media to be used,</li><li>the ProductSpecification and ProductOffering it gives away or aims to place,</li><li>the creative used during the campaign (Attachment),</li><li>and the MktCampaignRules such as rules that will be evaluated for triggering an event-based Marketing Campaign.</li></ul>
A MarketingCampaign is managed by a MktCampaignManager, designed by a MktCampaignDesigner and implemented by a MktCampaignOperator (MarketingCampaignRoles).<br/>Media is a mechanism by which marketing campaigns, promotions, and product placements can be launched into the marketplace. It describes such mechanisms as the press, radio, trade shows, internet, and so forth. It is also used to advertise other provider.<br/>Example: A campaign for mobile internet market segment which has objective to increase active customers and revenue will use several media such as TV, Radio, press and online.<br/>The MarketingCampaign specifies ContactMedium to be used and corresponding CommunicationInteractionMeans (way of interacting with a ContactMedium) is identified at the MktCampaignWave level. For instance, concerning a mobile phone number the CommunicationInteractionMeans can be: phone call, SMS, MMS. As CommunicationMode it also exists face-to-face, letter, mail, chat...<br/>The MarketingCampaignRule represents rules that will be evaluated for triggering marketing campaigns for an event-based Marketing Campaign. It specifies:<br/>        • the MktCampaign Event to be evaluated;<br/>        • the MktCampaignCondition to be compared with;<br/>        • the MktCampaignAction to be applied if the rule test result is true.<br/><br/>A MarketingCampaign is split into waves (MktCampaignWave).<br/>A Marketing Campaign is described in a marketing campaign brief (Attachment) which describes all the information required to prepare the campaign.<br/>The brief puts the campaign into context and sets campaign objectives. It brings together the information necessary to create a campaign:<br/>        • Campaign objectives which are the smallest hierarchy level of marketing objectives. They deal with the selected actions to attempt to reach the marketing objectives defined at the Operational Marketing plan level (e.g. action such as sale of an option, stimulate usage, retain with promotions, sale of a mobile or accessories, optimize ARPU, …);<br/>        • Metrics and KPIs to measure the performance of a campaign based on MktIndicatorSpec referring to quantitative data such as proposition take rate or click-through objectives for example (achieve a click-through rate of 4% or higher, achieve a proposition take rate of 1.5% or higher, ….);<br/>        • a target market which is composed by party segments;<br/>        • a message based on a general idea or sentence that summarises what you want to say to the customers;<br/>        • a budget which is the smallest part of a marketing plan budget allocated at a campaign;<br/>        • propositions based on offer specification or/and product specification.<br/>