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Mary Pomerantz

Integrated Advertising Campaigns Should Be a Key Part of Your Marketing Blueprint

Mary Pomerantz

Ms. Pomerantz has served as the Chief Executive Officer of Mary Pomerantz Advertising for the past twenty five years. She was formerly the Chief Executive Officer of Pomerantz Staffing, which grew to be one of the largest privately-owned staffing companies in the US under her leadership.


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It today’s current corporate climate it is essential for each organization to have its own personal advertising blueprint for success . MPA can take your business’s marketing to the next level in a way that suits your budget and makes the best use of your company’s resources. Our innovative integrated advertising campaigns will give any company the new vigor and momentum needed to generate brand awareness and increase sales.

Advertising serves as a resourceful avenue for organizations to drive business and increase positive attention towards their specific product or service. Step one in solving the advertising puzzle is choosing the right advertising agency to be your partner. Step two, is creating the right integrated ad campaign to launch across media channels to drive the right traffic to your company’s website.

jigsaw puzzle piece Marketing starts with creating an effective advertising campaign. Any particular ad might have little effect however, if the correct audience isn’t exposed to it. Before developing an advertising campaign, the business must determine who their specific target market is for their product or service. If the correct audience isn’t viewing the ad, goals set by a business can’t be reached. With modern innovations, there are a wide range of options for reaching and interacting with the general public. [1] Some of the strategies being seen as extremely cost efficient and beneficial to advertising and marketing efforts include:

  • QR Codes
  • Co-Branding
  • Content Marketing
  • Online Advertising
  • Native Advertising
  • Viewable Impressions


photo of smartphone with a QR code scanned into itQR codes are those tiny boxes in the corner of advertisements. More formally, they are a two-dimensional symbol akin to the universal product code (UPC) also known as a bar code. A QR code elicits a digital action when scanned by a QR code reader. This interactive marketing technique provides consumers with additional information about a product or current promotion, once the bar code has been scanned by their smart phone. Additionally, it can also prompt a phone to open up a particular website, make a phone call or send a text message.

Co-Branding occurs when two or more businesses combine their efforts for a joint venture resulting in a new product or service offering. Examples of this are fashion designer Isaac Mizrahi teaming with Target and Apple collaborating with Nike. These brands have teamed with one another to create integrated cross-promotional advertising campaigns for their new consumer products that elevate brand awareness while creating heightened consumer interest with newly launched products. Small businesses can benefit from co-branding efforts as well. By taking a cue from national brands, smaller organizations can launch a co-branded ad campaign with another recognized, locally owned company. This maximizes the advertising budget for both companies and creates a stronger promotion for the consumer.

Content marketing directly supports objectives set by an organization. Important components of content marketing include:

  • Customer Relationship Management (CRM): It is imperative to obtain data on prospective customers and configure it, to best determine how to generate a sale.
  • Digital Content:  Materials such as blog posts, webinars, research reports and white papers, all aid in attracting more consumers to a website and allows them to learn more about a specific brand.
  • Analytics: Properly measuring leads and other statistical information from various marketing or advertising campaigns.
  • Search and Paid Media: Smaller downloadables such as white papers and blogs combined with search engine marketing and paid media will continually refresh an organization’s database with prospective clients and greatly aid with the business development process.
  • In order to capitalize on reaching the most consumers as possible, many businesses create online advertising campaigns with tools and programs such as Google AdWords. AdWords for example, allows organizations, especially smaller ones, to create online advertisements with keyword and budget parameters.

Native advertisements are usually similar in look and content to the website of a company. Usually in the form of blog posts and videos, these specific types of advertisements look to inspire, inform and entertain an individual without directly promoting a product or a service. For example, a clothing store may use a banner and advertise a sale. To conduct native advertising, the clothing store may write a blog about fashion tips or trends to generate awareness about the store.

Viewable impressions are linked to pay per click (PPC) ads. With viewable impressions, companies are only charged if their advertisement appears on a user’s screen for a minimum duration. The industry standard for viewable impression billing is that in order for a display ad to “count” as being viewed, 50 percent of the pixels have to appear on the screen for a minimum of one minute. [2] This greatly aids an organization allocating a budget for an advertising campaign.


Before executing an integrated advertising campaign, a business must decide the best time for to roll it out. The Super Bowl may come to mind however, unless you have a budget of millions of dollars for 30 seconds, this may not be the most effective plan. The holiday season is actually one of the best times of year to begin running an advertising campaign. It is the perfect time for an event, extravaganza or sale on a product or service. Also during this time of year, people understand that they are going to be spending money on some sort of gift for a friend or family member. Why not try and have them allocate part of their holiday spending budget on your product?

Companies of every size and budget can afford a marketing facelift or reinvention, you just have to know where to start!  From television and radio to billboards and bus-wraps, Mary Pomerantz Advertising gives businesses the spark they need to succeed. Our innovative ideas and expert staff have been creating world class integrated advertising campaigns for over 20 years. Allow our organization to develop the advertising blueprint for your company’s overall success. Contact us today at 732-214-9600 to get started.


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