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By Maria Solomon

I have worked with dozens of advertising companies doing hundreds of ads over the years, and the only thing to expect is the unexpected. On the one hand, this is exactly what makes marketing and advertising interesting. It is such an incredibly dynamic field that you never know quite what to expect. Who wants a job that doesn't keep them on their toes? I would rather have excitement and adventure than have to slog through the same routine day after day.

On the other hand, it means that only certain kinds of people are really suited for advertising campaigns. Just being clever and talented isn't enough. You have to be a dynamic thinker, able to adjust to changing event. Without a little bit of that fly by the seat of your pants spirit, you will never make it.

The critical part of making an advertising campaign is determining a campaign theme, as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace and marketing mix.

It is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC).

When you are looking for a company for your ad campaign, this is exactly what you should keep in mind. There are many old, prestigious, and time-tested marketing companies out there, but not all of them are really fit for the 21st century. Sometimes, it makes more sense to do business with a smaller outfit tuned to a regional market than to be awed and impressed by a nationwide operation that may not understand the needs of a particular niche. The only important thing, after all, is results. If a regional company can get your regional advertising results, all the better. If a nationwide advertising agency doesn't have a home market, they will only be useful to you once you already have a big following.

Obviously, every campaign is different, and what works for one will not necessarily work for another. That is why it is so important to be flexible. As a business owner myself, I never fully delegate my advertising to ad specialists. What I hire are consultants – people who can give me expert advice on how to do something better. The final decision, however, has to rest with me. Say what you want about the power of successful advertising professionals. For me, my own business instincts have to play a big role in decisions. That is what makes me a businessman. Other people have a much different view about advertising campaigns, however. For them, a large outfit that will take control of every aspect of the operation is ideal. I say to each his own.

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