Answer:
Both of them
Explanation:
When creating a marketing plan you need to think of the objective or goals that you have, you should probably always have a running campaign to help the brand itself to be constantly seen by the audience, while at the same time having specific campaigns for the products that you want to push or to promote the most. For example, not all of Nike's ads are aimed to sell more sneakers or sports clothing, some of them are just to keep them on the conversation and growing their brand, while the hype up campaign for the release of a new pair of sneakers or collection is done at the same time. So you should always go for both.
