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Ad Campaign Planner - 98 edition

Ad Campaign Planner (ISBN10: 0538878940; ISBN13: 9780538878944)
ISBN13: 978-0538878944
ISBN10: 0538878940

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, more and promotions. Then, drawing on their worksheets, they construct an end-of-term written proposal and/or presentation.

  • A sample ad campaign is included. less

Edition/Copyright: 98
Cover: Paperback
Publisher: South-Western Publishing Co.
Year Published: 1998
International: No

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