Presenting instructions for developing an advertising campaign for one of two accounts, this text uses a series of worksheets to guide students step by step through the process of building a campaign. It involves organizing an agency, profiling a target market, conducting primary and secondary research, analyzing the competition, developing an industry overview, evaluating the product/service, and preparing media plans, creative strategies and promotions. Drawing on their worksheets, students then construct an end-of-term written proposal and/or presentation.
- ISBN10 0538878940
- ISBN13 9780538878944
- Publish Date 22 December 1997
- Publish Status Out of Print
- Out of Print 19 March 2003
- Publish Country US
- Publisher Cengage Learning, Inc
- Imprint South-Western
- Format Paperback
- Pages 200
- Language English