8.1 Types of Campaigns

The first step in creating your campaign is choosing the type of campaign you want to create. This topic offers you several types. You can select the type of campaign that you want based on your campaign's purpose. This section provides you an overview of the different campaign types available to you. The normal categories of campaign types are: Advertising Campaigns, Political Campaigns, and Military Campaigns. However, there are other ways to view the categories of campaigns.

Advertising Campaigns
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated communication (IMC). Advertising campaigns appear in different media across a specific time frame.

The critical part of making an advertising campaign in determining a campaign theme as it sets the tone for the individual advertisement and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or completion in the marketplace and marketing mix.

Political Campaigns
A political campaign is an organized effort which seeks to influence the decision making process within a specific group. In democracies, Political campaigned often refer to electoral campaigns, wherein...

8.1 Types of Campaigns

...representative are chosen or referendums are decided. In modern politics, the most high profile political campaigns are focused on candidates for head of state or head of government, often President or Prime Minister.

Campaign message. The message of the campaign contains the idea that the candidate wants to share with the voters. The message often consists of several talking points about policy issues. The points summarize the main ideas of the campaign and are repeated frequently in order to create a lasting impression with the voters. In any elections, the apposition party will try to get the candidate "off message" by bringing up policy or personal questions that are not related to the talking points. Most campaigns refer to keep the message broad in order to attract the most potential voters. A message that is too narrow can alienate voters or slow the candidate down with explaining details. If the message is crafted carefully, it will assure the candidate a victory at the polls. For a winning candidate, the message is refined and then becomes his political agenda in office.

Campaign finance. Fundraising technique includes having the candidate call or meet with large donors, sending direct mail pleas to small donors, and courting interest groups who could end up spending millions on the race if it is significant to their interests.

Organization. In a modern political campaign, the campaign organization will have a coherent structure of personnel in the same manner as any business of similar size.

8.1 Types of Campaigns

Campaign manager. Successful campaigns usually require a campaign manager to coordinate the campaign's operations. Apart from a candidate, they are often a campaign's most visible leader. Modern campaign manager's may be concerned with executing strategy rather than setting it -particularly if the senior strategists are typically outside political consultants such as primarily pollsters and media consultants.

Political consultants. Political consultants' advice campaigns on virtually all of their activities, from research to field strategy. Consultants conduct candidate research, voter research, and opposition research for their clients.

Activists. Activists are the 'foot soldiers' loyal to the cause, the true believers who will carry the run by volunteer activists. Such volunteers and interns may take part in activities such as canvassing door-to-door and making phone calls on behalf of the campaign.

Campaign ethics and campaign time. Modern political campaigns have set new standards for how successful campaigns are conducted day-to-day. The campaign is conducted in what would seem to the public like pseudo-military style, with a strict chain of command, zero tolerance for certain prohibited actions, and an extended daily schedule that starts early and ends much later than most "day jobs."

Prohibited actions may include, but are not limited to: laying about numbers generated (e.g. phone calls made, doors knocked, volunteers recruited, etc.) -this is increasingly an issue in offices that are wirelessly connected, without oversight; going outside the chain of command (e.g. talking to a superior's superior who...

8.1 Types of Campaigns

...happens to be a friend in order to get special favors or report information); non-press-shop members talking to the press; blogging (considered another form of "talking to the press," which can interfere with message disciplines); and being arrested (or otherwise becoming a potential easy target for opponent smear campaign).

The daily schedule of a political campaign is hyperextended, and often has no definite beginning or end, only a series of tasks to be completed by certain benchmark times, or, most often, "COB" (Close of Business"). COB for political campaigns is generally defined as "the time at night at which your supervisor is required to report his numbers" (or shortly beforehand), so that your numbers" (generally the last actions a political campaigner takes before COB) can be factored into theirs. For example (USA one), a Field Organizer may have collected 9 new committed volunteers for an event during the day; he will be required to report this at 8:45 pm to his Regional Field Director, so that the Regional can report that all Field Organizers in the region recruited 52 total volunteers for said event; which need to be reported to the Deputy State Field Director by 9:00, so that THEY can speak to the State Field Director at 9:15 and report that 817 volunteers have been recruited for events around the state; and so on, up the chain command.

Once each of these reporting sequences is finished, organizers at all levels may do paperwork, send e-mails, call friends, and do other things which are not effective o do during business hours or "voter contact time". Political campaigns are generally about contacting voters and volunteers at the nuts-and-bolts level; and so dependent on state law, local peculiarities and the preferences of campaign organizers and volunteers, a certain block of time (usually ending at 8pm or 9pm) is set aside each night for "voter/volunteer contact.)...

8.1 Types of Campaigns

...(Violation of this block of time to conduct other activities often cannot happen nor needs a strong justification, such as attending n important meeting.) Only a very small fraction of campaign workers (such as people who deal with vendors) o the bulk of their work during traditional business hours.

Modern technology and the Internet. The Internet is now a core element of modern political campaigns. Communication technologies such as e-mail, web sites, and podcasts for various forms to enable faster communications by citizen movements and deliver a message to a large audience. These Internet technologies are used for cause-related fundraising, lobbying, volunteering, community buildings, and organizing. Individual political candidates are also using the Internet to promote their election campaign.

Signifying the importance of Internet political campaigning, Barack Obama's presidential campaign relied heavily n social media, and new media channels to engage voters, recruit campaign volunteers, and raise campaign funds. The campaign brought the spotlight on the importance of using Internet in new-age political campaigning by utilizing various forms of social media and new media (including Facebook, You Tube and a custom generated social engine) to reach new target populations. The campaign's social website, my.BarackObama.com, utilized a low cost and efficient method of mobilizing voters and increasing participation among various voter populations. This new media was incredibly successful at reaching the younger population while helping all populations organize and promote action.

8.1 Types of Campaigns

Military Campaign
1.3 Military Campaign In the military sciences, the term military campaign applies to large scale, long duration, and significant military strategy plan incorporating a series of inter-related military operations or battles forming a distinct part of a larger conflict often called a war. The term derives from the plain of Campania, a place for annual wartime operations of the Roman Republic.

Definition. A military campaign denotes the time during which a given military force conducts combat operations in a given are (often referred to as AO, area of operations). A military campaign may be executed by either a single Armand Service, or as a combined services campaign conducted by land, naval, air, cyber and space forces.

The purpose of a military campaign is to achieve a particular desired resolution of a conflict as its strategic goal. This is constrained by resources, geography and/or season. A campaign is measured relative to the technology used by the belligerents to achieve goals, and while in the preindustrial Europe was understood to be that between the planting (late spring) and harvest times (late autumn), it has been shortened during the post-industrial period to a few weeks. However, due to the nature of campaign goals, usually campaigns last several months, or even a year as defined by Trevor N. Dupuy.

Conduct of campaigns. Like all military operations, the military campaigns one conducted a large military projects that include these phases:

8.1 Types of Campaigns

1.	Initiating. Clear idea of the campaign's military, political, economic, social, or environmental goals.

2.	Exciting. The coordination of forces and resources in logistic and combat operations.

3.	Controlling. The monitoring of the progress of the campaign when compared to its baseline plan.

4.	Concluding. Acceptance or rejection of the campaign outcomes by the directing command structure.