Our first post (linked above) about the message explains the why of the marketing campaign. Why is the campaign needed? The answer should always be one of three:

1) It's driving sales for a specific product
2) It's building hype
3) It's building the brand

There are five methods we can use to build brand, hype, or drive sales. It depends on how strong the brand promoting the product is what method works best.

The five methods are:

Promotion raises awareness of the brand, captures attention, and is something worth talking about. It often speaks to our emotional side, and it tends to convey feeling and emotion.

If the aim is only to build the brand or raise awareness, that's when we should just go as loud as possible. The more talk the better.

So while promotion is about delivering a message and conveying emotion, sales get straight to the point. It is this product, at this price, at this time. Here's where you buy it.

If the promotion side is done well, people should already be eager to buy it so there's nothing to think about when it comes to the sales part. It becomes a simple value proposition: are you willing to give us this much money for this specific item?

To make it confusing for everyone, there is something called Sales Promotion. This describes what comes to mind when we think of promotion. Whereas publicity and advertisements are often used for general brand building, sales promotion is something that has a specific time.

Advertisements for Brand Building

Some entities have very strong brands, and can just announce things. There is only a handful who can pull this off, and even those who do – they only can for a product everyone knows.

Like Apple. The statement "new iPhone" from Apple will sell a lot of iPhones. It works because we trust Apple, and we know what an iPhone is. This hasn't always been the case. When Steve Jobs announced the first iPhone, it took him an hour to explain to everyone what it was.

Notice how the strategies are not centered around any particular platform. The truth is that the platforms don't really matter. Miley Cyrus' performance was talked about on Twitter, next to the watercooler, and on the news.

What mattered was the publicity. Her twerking could have been on a live stream on YouTube, as opposed to on TV, and still get a lot of attention.