How long should an advertising campaign last? Im looking for an
article in the NY times or WSJ, Adweek, Adage (or similar) that talks
about the length of a campaign. Is Absolut's campaing the exception
that proves the rule? Should companies be changing their campaigns
more frequntly now that we've become the ADD nation? What are the
trends now with regard to the length of an advertising campaign?

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Request for Question Clarification by omnivorous-ga on 18 Apr 2005 13:49 PDT

Cym26 --

You might want to specify the target market -- and whether it's
product-specific or branding.  It seems that you're referring to
consumer goods, and while I'm familiar with Abosolut ads I'm not sure
if I'd consider most of them branding or product-specific.

In the technology sector, where new product launches are key factors
in the market, the goal is often to get all of the relevant buying
population aware of the product within 30 days of launch -- which
means 30-45 days of advertising (including a pre-launch period).  Of
course product life cycles can be short in tech sectors, with models
of electronics being replaced every 9-12 months.

Best regards,

Omnivorous-GA

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Clarification of Question by cym26-ga on 18 Apr 2005 18:23 PDT

I am specifically interested in branding campaigns that target adults 25-54 .