GEORGE Crystabel Benibo
Department of Marketing, Faculty of Administration and Management
Rivers State University
crystabel.george@portharcourtpoly.edu.ng
Abstract
This paper examined the relationship between brand campaign and marketing success. The specific objective of the paper was assess of the role of brand campaign in stimulating outcomes such as brand awareness, increase in number of new customers and customer retention. The discussion centred on the conceptualisation of brand campaign as a unique construct with distinct characteristics that focus on products, rather than brand. The Attention, Interest, Desire and Action (AIDA) model, was adopted as the theoretical foundation in the paper and was considered useful in espousing the nature of relationship between brand campaign and marketing success. The paper recognises and emphasises the role of brand campaign as an imperative for driving marketing success. By emphasising brands, organisations can enhance the attainment of brand awareness, increase in number of new customers and customer retention. The paper recommends that firms should engage brand campaign with a focus on advancing creative content and engaging customers to ensure brand success.
Keywords: Brand campaigns, marketing success, telecommunication firms, AIDA mode