Campaign Planner for Integrated Brand Communications

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9780324321470: Campaign Planner for Integrated Brand Communications

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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SECTION 1: WHAT WE'RE DOING. A. Why Use the Campaign Planner. B. How We Use the Planner. C. Defining a Campaign. D. Defining a Plans Book. E. Where Do We Start? F. Hand-Holding Stuff. SECTION 2: WHO WE WORK FOR AND WHAT WE DO. A. Picking A Client. B. Choosing an Agency Role and Following the Rules. C. Team-Building Activities. SECTION 3: KEEPING TRACK. A. Scheduling and Conducting Agency Meetings. B. Meeting Rosters. SECTION 4: LET'S GET GOING. A. Planning Activities. B. Execution Activities. SECTION 5: HELPFUL HINTS AND XTRA CREDIT. A. Research Tips. B. Execution Tips. C. Presentation Tips. D. Information Interview. E. Reading Assignment. SECTION 6: PUTTING IT ALL TOGETHER. A. Assembling the Plans Book. B. Student Campaign -- Bed Head Boutique.

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