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All successful advertising campaigns have three major things in common: focus, flexibility and consistency. In today's marketplace, the competition for consumer attention is hard. Any advertising campaign that highlights these three things will be sure to get ahead. Focus; all campaigns usually begins with a clear focus. To determine a strategy and the message you want to get across, the target audience needs to be recognised and researched. It is also important that you are sure of the objectives that need to be achieved for the target audiences. An example of a good focus is the Murphy's campaign. In their campaign they wanted they wanted to focus on getting a message across that compared to Guinness, their drink is not as bitter and that their drink has the characteristics of easy going Irish personality rather than Guinness's high class characteristics. Flexibility; when working on the campaign, the main ambition is...

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