Campaign

Category: Strategy

A time-bound, coordinated set of marketing activities designed to achieve a specific goal.

A campaign has a clear start and end, a defined audience, a single primary objective, and coordinated creative across channels. Campaigns differ from programs (ongoing) and always-on (perpetual). Great campaigns are measured against a pre-registered success metric, not against a hindsight narrative that fits whatever result you got.

Part of the AMA Orlando marketing glossary. See also the chapter's free marketing calculators and templates and playbooks.