Ad Campaign Planner / Edition 1

Ad Campaign Planner / Edition 1

by Shay Sayre
     
 

ISBN-10: 0538878940

ISBN-13: 9780538878944

Pub. Date: 01/28/1998

Publisher: Cengage Learning

This workbook presents complete yet concise instructions for developing an advertising campaign for one of two accounts. Using a series of specially designed worksheets, students are guided through the process of building a campaign step-by-step. Students organize an agency; profile a target market; conduct primary and secondary research; analyze the competition;

Overview

This workbook presents complete yet concise instructions for developing an advertising campaign for one of two accounts. Using a series of specially designed worksheets, students are guided through the process of building a campaign step-by-step. Students organize an agency; profile a target market; conduct primary and secondary research; analyze the competition; develop an industry overview; evaluate the product/service; and prepare media plans, creative strategies, and promotions. Then, drawing on their worksheets, they construct an end-of-term written proposal and/or presentation.

Product Details

ISBN-13:
9780538878944
Publisher:
Cengage Learning
Publication date:
01/28/1998
Series:
Advertising Mangement Series
Edition description:
Older Edition
Pages:
145
Product dimensions:
8.42(w) x 10.88(h) x 0.42(d)

Table of Contents

Introduction. Using Your Planner. 1. Selecting a Client. 2. Choosing an Agency Role. 3. Planning Preliminary Activities. 4. Setting Agency Agenda. 5. Setting Agenda. 6. Practicing. 7. Expanding Your Horizons. Appendix. Student Advertising Plan for Nynex.

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