| Vehicles and campaign design
Once the library has defined the products and services it would offer and has a clear understanding of the messages it would like the customers to receive, it is then time to design the promotional campaign. This involves selecting the vehicles that best carry the messages and sequencing the messages throughout the length of the campaign period.
The first step involves the selection of vehicles that will carry the messages. Reynolds (2003: n.p) identifies five general types of vehicles used to promote products and services. These are:
Advertising
Advertising is any form of communication about products, ideas, goods or services; that is paid for by a sponsor (library or university, in our case). Dibb, et al. (2002:464) note that advertising is transmitted to a target audience via mass mediums such as television, radio, newspapers, magazines, direct mail, public transport, out-door billboards, catalogues or the Internet. Creativity, humor, surprise, and excitement are used to animate the message, but care must be taken to not obscure the underlying point.
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