Abstract
Before launching a campaign, it is necessary to study the consumers' behaviors and attitudes. A campaign is a project between a company, which is the announcer, and an advertising agency. The announcer must formulate the marketing goals in terms of market share, sales, volume, etc. He must also identify his target, his positioning and the type of media that he wants to use for the campaign to affect his futures customers. A campaign must being perceived and understood correctly. The goal is to modify attitudes and behaviors, and bring about a change of fame, image, etc.
