It means a coordinated series of advertisements, conveyed through one or more media, aimed at reaching a goal.
It can be realized at various levels:
VISUAL, using real testimonials, fantasy or cartoon characters;
SOUND, using a song or a refrain in the various advertisements in a radio or television campaign that making it unique and easily recognizable by the public;
SLOGAN, using a claim, a word or a short phrase;
STYLE AND ATTITUDE, using a sober style or point to excess.