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Ad Campaign Planner

Ad Campaign Planner - 98 edition

ISBN13: 978-0538878944

Cover of Ad Campaign Planner 98 (ISBN 978-0538878944)
ISBN13: 978-0538878944
ISBN10: 0538878940
Cover type:
Edition: 98
Copyright: 1998
Publisher: South-Western Publishing Co.
Published: 1998
International: No

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Ad Campaign Planner - 98 edition

ISBN13: 978-0538878944

Shay Sayre

ISBN13: 978-0538878944
ISBN10: 0538878940
Cover type:
Edition: 98
Copyright: 1998
Publisher: South-Western Publishing Co.
Published: 1998
International: No
Summary

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.

  • A sample ad campaign is included.


Author Bio

Sayre, Shay : California State University - Fullerton

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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