This
paper examines the
promotional campaign of Watershed Awareness, whose goal is to bring water quality issues to the public's forefront. The writer of this paper defines a promotional campaign as the combination of various
advertising, public relations, sales promotion and personal selling activities used by the marketer over a period of time to achieve predetermined goals. This paper explains why a promotional campaign is much more than just the advertisement seen on TV. The larger the campaign is, the more budget it needs and more people are employed to derive the outcomes for which the campaign was initially set up for. This paper details the various steps involved in
creating a
successful promotional campaign. In the case of Watershed Awareness, the first
step is the necessity to clarify the specific purpose for the campaign. The next phase is effective communication which results in serving the functions of reaching the target
audience, penetrating the audience's attention through the combination of timeliness, relevance and simplicity. The third step in carrying out a promotional campaign is developing its theme, perhaps creating a noticeable insignia or logo. This paper also focuses on the importance of the internet in creating a successful campaign.