I often ask marketers to tell me about the integrated marketing campaigns they are running.  Here are a few common responses:

• We’ve been running a Google Adwords campaign for the past 2 years.
• We’ve got a new PR campaign kicking off next week.
• Our print advertising campaign has been reduced to 3 insertions due to budge cuts.

These answers highlight a common misunderstanding of the word “campaign.”  Is the “campaign” a singular tactic?  Or, is it something more?   Are there lots of campaigns, or only a few?  When it comes to integrated marketing, there are strategic as well as tactical connotations concerning this key word.  When the context of the word “campaign” is misunderstood, it can lead to some heartburn.
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