Campaign Planner For Integrated Brand Communications

by Sayre, Shay

• ISBN13: 9780324321470
• ISBN10: 0324321473
• Edition: 3rd
• Format: Paperback
• Copyright: 2004-09-28
• Publisher: Cengage Learning

Summary

CAMPAIGN PLANNER FOR INTEGRATED BRAND COMMUNICATIONS will help you prepare and present a professional campaign in conjunction with your advertising, promotion, or IMC text. Using a 10-step guide, this workbook clearly explains the process of planning and executing a successful campaign.

Table of Contents

Section I What We're Doing
Why We Use the Campaign Planner	2	(1)
How We Use This Planner	3	(1)
What Is a Campaign?	4	(4)
Section II Choose Your Client and Staff Your Agency
Pick a Brand, Any Brand	8	(10)
Monster Energy Drink	9	(2)
Calloway Golf Equipment	11	(1)
Public Broadcast System	12	(3)
Napster Online Music	15	(2)
Your Local Business or Service	17	(1)
What Job Do You Want?	18	(4)
Agency Roles	18	(1)
Agency Rules	19	(2)
Your Profile and Agency Preference	21	(1)
Developing Agency Relationships: Team-Building Activities	22	(2)
Section III Keeping Track: Agency Meeting Rosters
Agency Meeting Rosters	24	(14)
Meeting 1: Organize your agency	25	(1)
Meeting 2: Prepare the	26	(1)
Meeting 3: Complete the situation analysis	27	(1)
Meeting 4: Identify audience segment and competition	28	(1)
Meeting 5: Allocate the budget and position the brand	29	(1)
Meeting 6: Set communication objectives and brand message	30	(1)
Meeting 7: Determine creative strategies	31	(1)
Meeting 8: Set media objectives	32	(1)
Meeting 9: Create promotional activities	33	(2)
Meeting 10: Establish evaluation criteria and choose presenters	35	(1)
Meeting 11: Assemble plans book and rehearse presentation	36	(1)
Meeting 12: Rehearse the presentation and evaluate your efforts	37	(1)
Agency Evaluation and Final Report	38	(2)
Section IV Ten Steps to Building a Great Campaign Plan
It's the Planning, Stupid!	40	(28)
Step 1: Conduct the Situation Analysis	41	(6)
Step 2: Profile the Consumer Segment	47	(4)
Step 3: Analyze the Competition	51	(2)
Step 4: Allocate the Budget	53	(1)
Step 5: Establish a Brand Positioning Strategy	54	(2)
Step 6: Determine the Communication Objectives and Advertising Message	56	(2)
Step 7: Develop the Creative Strategy	58	(3)
Step 8: Set Media Objectives and Strategies	61	(2)
Step 9: Create Rewarding Promotions	63	(3)
Step 10: Set Evaluation Criteria	66	(2)
Section V Campaign Aids and Activities
Research Aids	68	(9)
Web sites	68	(2)
Survey instruments	70	(6)
Survey tally sheet	76	(1)
Helpful Hints	77	(3)
Tips for Planning an Event	77	(1)
Tips for Selecting Sponsorships and Partnerships	78	(1)
Tips for Writing a News Release	79	(1)
How to Ask for the Order: The Art of Presenting	80	(3)
Why we present and who we present to	80	(1)
Use your memory or PowerPoint	80	(1)
Use an easy-to-follow format	81	(1)
Some of the best ways to open	81	(1)
Overall	82	(1)
To avoid surprises, always rehearse	82	(1)
Must-do rules for success	82	(1)
Xtracredit Assignment	83	(7)
Information Interview	83	(3)
Books to Read	86	(4)
Section VI Preparing the Plans Book
Putting It All Together: Preparing the Plans Books	90	(1)
Student Example: Toni&Guy Plans Book	91	(37)
Situation Analysis
Personal Care Industry	93	(1)
Company & Brand History	93	(7)
Product Evaluation	100	(1)
Competitive Analysis	100	(4)
Consumer Evaluation	104	(3)
Swot Analysis	107	(4)
Goals & Objectives
Marketing Objectives	111	(1)
Communications Objectives	111	(1)
Budget	112	(3)
Creative Brief	115	(6)
Media Plan
Media Objectives	121	(1)
Media Strategy	122	(2)
Sales Promotion Recommendations	124	(2)
Public Relations Recommendations	126	(1)
Database Marketing Recommendations	126	(1)
Campaign Evaluation	127	(1)
References	128