Cross-Media Campaigns

Another important concept is that of an integrated or cross-media advertising campaign. This uses several media, including broadcast outlets like TV and radio stations, print ads in newspapers and magazines, online ads, outdoor ads or billboards, transit ads that go on the sides of buses and inside subway or rail cars, direct mail, and specialty ads or trinkets imprinted with a name or slogan.

A full-scale cross-media promotion may not be suited to a campaign on controversial social issues. Because they relate to policy questions, nonprofit campaigns often focus on politically aware people and other influentials. They may therefore be limited to the Internet or to newspaper advertising and broadcasts during the “news adjacencies,” that is, the time slots directly before and after (and sometimes during) news programming on TV and radio.

Using similar targeting to reach influentials, you might want to limit your buy of cable time to an all-news network such as CNN. We may think of CNN as global in reach, but it has locally available time slots, or “avails,” which are highly targetable, because they only reach people in the cable system’s geographic service areas.