Marketing campaigns promote products through different types of media, such as television, radio, print, and online platforms.

Campaigns are not solely reliant on advertising and can include demonstrations, video conferencing, and other interactive techniques.

Businesses operating in highly competitive markets and franchisees may initiate frequent marketing campaigns and devote significant resources to generating brand awareness and sales.

Marketing campaigns can be designed with different goals in mind, including building a brand image, introducing a new product, increasing sales of a product already on the market, or even reducing the impact of negative news. Defining a campaign's goal usually dictates how much marketing is needed and what media are most effective for reaching a specific segment of the population.