Campaign Planner for Integrated Brand Communications

ISBN-10: 0324321473

ISBN-13: 9780324321470

Edition: 3rd 2005 (Revised)

Authors: Shay Sayre
List price: $92.95 Buy it from $13.40
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Description: Campaign Planner for Integrated Brand Communications 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, this workbook clearly explains the process of planning and executing a successful campaign. Students have the option of working alone or in teams to complete the workbook activities. Students working in teams will be exposed to and learn about specific agency roles as they create their campaign.

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Book details

List price: $92.95
Edition: 3rd
Copyright year: 2005
Publisher: Cengage South-Western
Publication date: 9/28/2004
Binding: Paperback
Pages: 160
Size: 8.54" wide x 10.87" long x 0.24" tall
Weight: 0.924
Language: English

What We're Doing
Why We Use the Campaign Planner
How We Use This Planner
What Is a Campaign?
Choose Your Client and Staff Your Agency
Pick a Brand, Any Brand
Monster Energy Drink
Calloway Golf Equipment
Public Broadcast System
Napster Online Music
Your Local Business or Service
What Job Do You Want?
Agency Roles
Agency Rules
Your Profile and Agency Preference
Developing Agency Relationships: Team-Building Activities
Keeping Track: Agency Meeting Rosters
Agency Meeting Rosters
Meeting 1: Organize your agency
Meeting 2: Prepare the
Meeting 3: Complete the situation analysis
Meeting 4: Identify audience segment and competition
Meeting 5: Allocate the budget and position the brand
Meeting 6: Set communication objectives and brand message
Meeting 7: Determine creative strategies
Meeting 8: Set media objectives
Meeting 9: Create promotional activities
Meeting 10: Establish evaluation criteria and choose presenters
Meeting 11: Assemble plans book and rehearse presentation
Meeting 12: Rehearse the presentation and evaluate your efforts
Agency Evaluation and Final Report
Ten Steps to Building a Great Campaign Plan
It's the Planning, Stupid!
Step 1: Conduct the Situation Analysis
Step 2: Profile the Consumer Segment
Step 3. Analyze the Competition
Step 4: Allocate the Budget
Step 5: Establish a Brand Positioning Strategy
Step 6: Determine the Communication Objectives and Advertising Message
Step 7: Develop the Creative Strategy
Step 8: Set Media Objectives and Strategies
Step 9: Create Rewarding Promotions
Step 10: Set Evaluation Criteria
Campaign Aids and Activities
Research Aids
Web sites
Survey instruments
Survey tally sheet
Helpful Hints
Tips for Planning an Event
Tips for Selecting Sponsorships and Partnerships
Tips for Writing a News Release
How to Ask for the Order: The Art of Presenting
Why we present and who we present to
Use your memory or PowerPoint
Use an easy-to-follow format
Some of the best ways to open
Overall
To avoid surprises, always rehearse
Must-do rules for success
Xtracredit Assignment
Information Interview
Books to Read
Preparing the Plans Book
Putting It All Together: Preparing the Plans Books
Student Example: Toni&Guy Plans Book
Situation Analysis
Personal Care Industry
Company & Brand History
Product Evaluation
Competitive Analysis
Consumer Evaluation
Swot Analysis
Goals & Objectives
Marketing Objectives
Communications Objectives
Budget
Creative Brief
Media Plan
Media Objectives
Media Strategy
Sales Promotion Recommendations
Public Relations Recommendations
Database Marketing Recommendations
Campaign Evaluation
References
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