This book is designed for student ad agencies and college campaign “teams” for the AAF/NSAC College World Series of Advertising. The basis of the book is a powerful interlocking marketing plan, based on the P&amp;G/WRG (Wells Rich Greene) system. Best practices are presented in a clear and easy to follow sequence.

Advertising Campaign Planning: Developing an Advertising-Based Marketing Plan

Business & Money

Jim Avery

Marketing & Sales

Copy Workshop

This is the brand-new, revised and updated Fifth Edition of the classic go-to textbook for developing successful advertising campaigns. It is designed for student ad agencies and college campaign "teams" for the AAF/NSAC College World Series of Advertising. This book offers a fresh "how to" approach for developing fully integrated advertising campaigns. The simple step-by-step practical application gives the reader the entire toolbox needed to make a winning campaign and eliminates obstacles and roadblocks that can get in the way of creating great work. Jim Avery's more than 25 years of advertising experience includes working for large international agencies in NYC, but he also worked in Chicago and in smaller markets like Portland and Eugene, OR. He is an active marketing and management consultant and writes a syndicated newspaper column The Advertising Workshop, which appears monthly. He continues to serve on the National Advertising Review Board. Debbie Yount started her second career in 2013 as a faculty member of the University of Oklahoma Gaylord College following a 40-year career in advertising agency leadership positions. Most notably, she served as Chairman &amp; CEO of Publicis Dialog USA, the digital and direct arm of Publicis Worldwide. She holds the position of Area Head, Strategic Communication at Gaylord College and serves as Advertising Faculty Adviser for Lindsey + Asp, Gaylord's student-run advertising and public relations agency. She also teaches Advertising Campaigns and Social Media Marketing. Praise for the book: "Advertising Campaign Planning provided me with a clear roadmap and real-world applications that have helped guide me through a variety of experiences as a student and in the real world as an account planner." (Nick Howard, CP+B/Los Angeles) "The newly-added social media information really gives it an update and advice on integrating social media into your campaign." (Caitlyn Kayser, Grey/New York)

ADVERTISING CAMPAIGN STRATEGY

Debbie Yount

Melvin & Leigh, Publishers

The Algorithms of Strategy answers big questions like: How does advertising work? How do people make purchase decisions? How do you differentiate your brand proposition? How do you find a consumer insight? The book contains a detailed overview of key tools and principles of classic account planning, presented in a structured, easy to follow, often entertaining way. It explains, simplifies, discusses alternative approaches and illustrates with examples gathered from the author's experience in industry and academia, as well as from his talks with planners from around the world. Praise for the book: "Essential reading for budding strategists. Strategy is about building rules that drive outcomes in decisions, and Algorithms is a solid blueprint that is rich with details on cultivating insights and strategy. There is a lot to ponder and I expect most will walk away appreciating the fresh approaches discussed in this book." (Bibi Persaud, Director, Experience Planning MKTG/New York) About the Author: Jim Avery's more than 25 years of advertising experience includes working for large international agencies in NYC, but he also worked in Chicago and in smaller markets like Portland and Eugene, OR. He is an active marketing and management consultant and writes a syndicated newspaper column The Advertising Workshop, which appears monthly. He continues to serve on the National Advertising Review Board.

ALGORITHMS OF STRATEGY

This book, long the most widely-adopted text for Strategic Advertising Campaigns classes, offers a fresh “how to” approach for developing fully integrated advertising campaigns. The simple step-by-step practical application gives readers the entire toolbox needed to make a winning campaign and eliminates obstacles and roadblocks that can get in the way of creating great work.\nThe Sixth Edition has been significantly changed for the ever-changing world of communication with several sections added, others updated, and some reorganized to reflect the “real world” flow of strategic marketing communication campaign development.\nAdvertising Campaign Planning is written by advertising agency leaders who became academics after many years in the industry. Their experience gives them the added advantage of not just teaching theories and concepts but bringing the advertising campaign creative process to life in practice. Follow the steps outlined in the book and your team will produce a winning advertising campaign every time.

Advertising Campaign Planning SIXTH EDITION

This book is intended for anyone who wants to know how to write a marketing plan.

Advertising Campaign Planning: Developing an Advertising-based Marketing Plan

Melissa Davis

Bruce H. Bendinger