Ad Campaign Planner / Edition 1by Shay Sayre
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; 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.
Table of ContentsIntroduction. 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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