Advertising Campaign Planning: Developing an Advertising-Based Marketing Plan

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 & 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)