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Campaign Planner for Promotion and Integrated Marketing Communications

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This workbook is designed to help students prepare and present a professional campaign in conjunction with their advertising, promotion, or IMC text. Using a 10-step guide, the Campaign Planner for Promotions and Integrated Marketing Communications clearly explains the process of planning and executing a successful campaign. Students have the option of working alone or in agency teams to complete the workbook activities. Students working in teams will learn about specific agency roles as they create their ...

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Overview

This workbook is designed to help students prepare and present a professional campaign in conjunction with their advertising, promotion, or IMC text. Using a 10-step guide, the Campaign Planner for Promotions and Integrated Marketing Communications clearly explains the process of planning and executing a successful campaign. Students have the option of working alone or in agency teams to complete the workbook activities. Students working in teams will learn about specific agency roles as they create their campaign. Acting as a simulated agency, students provide solutions for a chosen client's promotional problem. Problem solutions involve advertising, public relations and promotional aspects to deliver a truly integrated marketing communications plan. To aid students in the development of campaign objectives, strategies and tactics, a case synopsis featuring Starbucks Coffee is included as an example brand. Finally, students are asked to develop a Plans Book containing their recommendations for a successful campaign.

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Product Details

  • ISBN-13: 9780324151978
  • Publisher: Cengage Learning
  • Publication date: 8/28/2001
  • Edition description: Older Edition
  • Edition number: 2
  • Pages: 176
  • Product dimensions: 8.18 (w) x 11.08 (h) x 0.43 (d)

Table of Contents

Part I Introduction. Part II Selecting a Client and Agency Role. A. Selecting a Client. B. Choosing an Agency Role and Following the Rules. C. Team-Building Activities. Part III Agency Meeting Rosters. A. Scheduling and Conducting Agency Meetings. B. Agency Evaluation and Final Report. Part IV Planning Steps and Activities. A. Starbucks Coffee Profile. B. Planning Activities. C. Execution Activities. Part V Campaign Aids and Reading Assignment. A. Research Aids. B. Execution Aids. C. Presentation Aids. D. Reading Assignment. Part VI Campaign Plans Book. A. Assembling the Plans Book. B. Student Campaign - Starbucks Coffee.

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