9780324151978

Campaign Planner For Promotion and Integrated Marketing Communications

by
  • ISBN13:

    9780324151978

  • ISBN10:

    0324151977

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 2001-08-20
  • Publisher: South-Western College Pub
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Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

Summary

This workbook 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, the Campaign Planner for Promotions and Integrated Marketing Communications clearly explains the process of planning and executing a successful campaign. Students have the option of working alone or in agency teams to complete the workbook activities. Students working in teams will learn about specific agency roles as they create their campaign.Acting as a simulated agency, students provide solutions for a chosen client's promotional problem. Problem solutions involve advertising, public relations and promotional aspects to deliver a truly integrated marketing communications plan. To aid students in the development of campaign objectives, strategies and tactics, a case synopsis featuring Starbucks Coffee is included as an example brand. Finally, students are asked to develop a Plans Book containing their recommendations for a successful campaign.

Table of Contents

Part I Introduction
What is a campaign?
5(2)
How do I use this campaign planner?
7(4)
Part II Clients and Agency Setup
Selecting a client
11(12)
GO-GO Sexy Energy Drink
13(2)
Amazon.com
15(2)
Bank of America
17(2)
24 Hour Fitness
19(2)
Local Business or Service Profile
21(2)
Choosing an agency role
23(4)
Profile and Preferences
25(2)
Team-Building Activities
27(4)
Part III Agency Meeting Rosters
Scheduling and Conducting Agency Meetings
31(26)
Set up the agency
33(2)
Prepare to research
35(2)
Complete the situation analysis
37(2)
Identify audience segment and competition
39(2)
Allocate budget and position brand
41(2)
Set communication objectives and campaign message
43(2)
Determine creative strategies
45(2)
Set media objectives
47(2)
Create promotional activities
49(2)
Establish evaluation criteria; choose presenters
51(2)
Assemble plans book; rehearse presentation
53(2)
Dress rehearsal (optional)
55(2)
Agency Evaluation and Final Report Form
57(6)
Part IV Planning Steps
Starbucks Coffee Company Profile
63(2)
Planning Activities
65(22)
Conducting the situation analysis
65(8)
Profiling the consumer segment
73(4)
Analyzing the competition
77(4)
Allocating the budget
81(2)
Determining brand positioning strategy
83(2)
Determining the communication objectives and advertising message
85(2)
Execution Activities
87(16)
Developing the creative strategy
87(4)
Setting media objectives and strategies
91(4)
Creating promotions
95(4)
Setting evaluation criteria
99(4)
Part V Campaign Aids and Reading Assignment
Research Aids
103(18)
Web sites
103(1)
Survey instruments
104(11)
Survey tally sheet
115(2)
Information interview
117(2)
Client/Agency Information Interview/Visitation report
119(2)
Execution Aids
121(4)
Planning an event
121(1)
Selecting sponsors and partners
122(1)
Writing a news release
123(2)
Presentation Aids
125(4)
Purpose, audience, mode, parts
125(2)
Rehearsal checklist
127(2)
Suggested Reading
129(6)
Book report form
131(4)
Part VI Campaign Plans Book
Assembling a Campaign Plans Book
135(2)
Student Campaign for VANS Shoes
137(24)
Student Workspace 161

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