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Advertising space in Zimbabwean newspapers today is dominated by one-off marketing compositions created to bring readers’ attention to a product or service.
A campaign, a sustained marketing effort that is slightly beyond day-to-day business but still connected to it in some way, requires teamwork and skill to succeed.

There are a number of key elements that make advertising campaign successful.
Relevance, telling a story that has a high chance of being understood by the majority of the targeted audience connects the message with the consumer.

People tend to relate to information packaged to mirror their own lives, and the more relevant and innovative the message, the more attention it is likely to get.

Mealie meal, rice, soup and meat adverts target families and almost always depict members of a family sitting around a dinner table and showing that they are enjoying whatever the product being advertised.

The smiles are superficial and the setting even more so, but the message is direct and relevant because the targeted audience can identify with family dinners.

They also would know from experience that dinners are not always fun, and depiction of happiness around a dinner table would certainly attract the attention of a high number of families.

Relevance extends to language use.
One fast food outlet used the Shona street lingo word, “Chabvondoka” on a campaign to tell the public of the reduced price of their two pieces and chips combo.

The outlet is traditionally meant for the low end of the market and billboards for the campaign were located mostly in high density areas and in the city centre’s ‘Downtown’.

Because the outlet determines the market as being made up of low income earners, the slang word becomes relevant because anyone within the assumed bracket identifies with the word and its meaning.

“Chabvondoka” links the message instantly and directly to the price and from studies and experience, the advertisers would know that the greatest consideration above quality, freshness or taste is price.

Of course, the outlet also has branches located in high-end locations such as Sam Levy village and the majority of customers there may not have the faintest idea of what “Chabvondoka” means.

The high-income earners are therefore not covered by “Chabvondoka” adverts and may only buy the chicken combo for reasons other than price.

Relevance could also mean building a campaign on popular themes that people identify with.
Zimbabwean celebrities that include Oliver Mtukudzi, Alick Macheso, Mai Chisamba, Roki and Sulumani Chimbetu have been used to spearhead marketing campaigns for various products and services.

The upside of using celebrities is obvious – every fan of the musician or sporting icon would pay attention to the information associated with, or built around their hero.

But, the ultimate goal for using celebrity marketers would be “follower hypothesis” used to make the targeted audience identify with a product or service simply because a person or persons they admire is associated with it. The down side of using celebrities is that celebrities do commercials mostly for the publicity mileage and monetary returns, and do not really hold allegiances with the parent companies.
Dave Chappelle, an American comedian is probably the only person to do commercials for both Pepsi and Coke, and he admits he only did it for the money.

In one of his stand-up skits, Chappelle said, “If you wanna know the truth, can’t even taste the difference. Surprise! All I know is, Pepsi paid me most recently so . . . it tastes better”.

Celebrities also have a knack for getting in trouble in their personal lives.
The choice for which celebrity to use on an advertising campaign is not based solely on who is most popular or most willing.
Some celebrities have had legal problems, others have been associated with drug paraphernalia and others have been embroiled in sex scandals, while some are simply not good looking enough to have their faces placed all over newspapers, billboards and television sets.
Relevance may also mean choosing an appropriate location for placing an advertising campaign.

Newspapers with low readership figures do not have the capacity to expose the message to a massive crowd. High end products such as executive cars and expensive perfumes may not connect with readers of a magazine or newspaper popular in low income zones.

Consequently, billboards along Borrowdale Road in Harare market high-powered generators, fast and four-wheel drive cars, houses and office space.

The emphasis there is not on the price but quality.
The adverts emphasise living well, having a good life, comfort and prestige.

On the other hand, adverts along Simon Mazorodze Road, a road that leads to Glen Norah, Highfield, Glen View, Budiriro and Mufakose emphasise on how potential consumers’ association with a product or service would make them save money.

The principal message along Borrowdale Road is, “We know you have the money, here is how we could make your live so much better that it is now, and this will do your ego a lot of good”.

The adverts along Simon Mazorodze Road say, “We really understand that your budget is tight, and it will be economically viable for you to buy our affordable product”.

The relevance of adverts is determined by whether or not they have the ability to connect with the targeted audience.
The principal message is meaningless if it does not strike a chord with the people whose money companies are fishing for.