The essence of a successful advertising campaign is the study and analysis of the market to achieve both long and short term objectives to reach the targeted segment, attaining the desired benefit. So, there must be a plan specifying the number of advertisements, how and when they appear, and the idea behind them to hit the ultimate benefit at the lowest costs.
There is an urgent need to follow, assess, modify and keep up with an advertising campaign when being made in case there are any deviations from the required goals.
There are specific features and strength points for each advertising mean which distinguish it from any other, and a contrasting activity has to be carried out between these mediums to take the utmost advantage and achieve the desired benefit.
An advertising campaign, upon finishing, is assessed, evaluated and is used as a helping reference in future advertising campaigns.