Critically Analysis of Six Decades of Advertising Campaign Studies

Advertising campaigns, as a complex and structured form of advertising, play an important role in achieving advertising goals. This study analyzes the content of the articles conducted in the advertising campaign areas and their classification using co-word analysis (using VOSviewer software) and read each article. The data for this study were retrieved from Scopus on December 2017. The term “Advertising campaigns” was used as search topic. This topic search means that the term “Advertising campaigns” is identified in the title of the publications. Quotation marks have been included in the search term. The time span was set from 1950 to December 2017 included. The co-word analysis placed advertising campaign studies in three broad categories that they were named as: 1. Studies related to traditional advertising campaigns and mass media. 2. Social marketing advertising campaigns. 3. Online and digital advertising campaigns. The results of the detailed analysis showed that the studies conducted in this field were diverse and focused on commercial, tourism, social and cultural campaigns, In addition to the three main groups of studies (similar to the results of co-word analysis), eleven subcategories were also identified. Finally, the studies in each categories focused mainly on assessing the effectiveness of the advertising campaign, and less on the other steps in the implementation of the advertising campaign, including the determination of advertising budget, audience and media planning, and special design content and the message strategy is tailored to the media and the goals of the advertising campaign.