Advertising campaign planning : developing an advertising-based marketing plan / Jim Avery.

By:

Avery, Jim, 1947-

Material type: Text

TextLanguage: English Publication details: Chicago, IL : Copy Workshop, c2010.Edition: 4th editionDescription: xvii, 309 pages : illustrations ; 24 cmISBN:

9781887229418
1887229418

Subject(s):

DDC classification:

659.113

LOC classification:

HF 5837 A954a 2010

Contents:

Machine generated contents note: Planning Points Planning Point 1 Target Audience A.Entrepreneurs B.Students Planning Point 2 Working Procedures A.Agency Organization B.Record Keeping C.Financial Considerations D.Responsibilities Planning Point 3 Writing Style Planning Point 4 Computer Considerations Planning Point 5 The Outline The Marketing Planning Document ch. One Situation Analysis A.Current Users B.Geographical Emphasis C.Seasonality D.Purchase Cycle E.Creative Requirements F.Competitive Sales G.Competitive Media Spending Note A MRI Note B Literature Review ch. Two Research A.Objectives B.Strategies C.Methodology D.Summary of Findings Note A Interviewing Note B The Questionnaire Note C Store Checks ch. Three Problems & Opportunities ch. Four Marketing Objective A.Number B.Rationale Note A Marketing Flow Chart ch. Five Budget ch. Six Marketing Strategy A.Promotion 1.Advertising a.Creative b.Media c.Production 2.Sales Promotion a.Consumer b.Trade 3.Public Relations 4.Direct Marketing a.Direct Response Media b.Telemarketing 5.Event Marketing a.Consumer Events b.Trade Events 6.Miscellaneous a.Personal Selling b.Packaging c.Merchandising d.Games e.Promotional Products B.Product C.Pricing D.Distribution (Place) E.People F.Rationale Note A MarCom & Idea-Driven IMC ch. Seven Advertising Creative A.Target Audience B.Objective C.Strategy D.Insight E.Support E.Considerations F.Tone G.Rationale H.Tactics Note A Creative Brief Note B Ideas & Ideation Note C War Room Note D Mini-saga ch. Eight Advertising Media A.Objectives 1.Target Audience 2.Geography 3.Seasonality 4.Continuity, Flighting, etc 5.Creative Constraints 6.Reach vs. Frequency B.Strategies 1.Media Mix and Types 2.Media Format or Classes 3.Geographic Use of Media 4.Seasonal Use of Media 5.Flighting vs. Continuity C.Rationale 1.Support of Strategy 2.Support of Delivery and Efficiency D.Tactics E.Buying Note A Geographic Allocation of Media Dollars Note B Seasonal Allocation of Media Dollars Note C Digital Media Note D Traditional Media ch. Nine Below-the-Line A.Consumer Promotion 1.Current Situation 2.Objectives 3.Strategies 4.Rationale 5.Tactics (Events) 6.Payout B.Trade Promotion 1.The Rise of the Retailer 2."Slotting Allowance" 3.Motivation C.Public Relations 1.Current Situation 2.Objectives 3.Publics 4.Strategies 5.Rationale D.Direct Marketing 1.Current Situation 2.Objectives 3.Rationale E.Event Marketing 1.Current Situation 2.Objectives 3.Rationale F.Miscellaneous ch. Ten Evaluation (Research) A.Current Situation B.Objective C.Strategy D.Tactics (Methodology) ch. Eleven Test Marketing A.Objective B.Strategies C.Tactics (Methodology) D.Rationale E.Evaluation The Presentation ch. Twelve The Presentation A.Objective B.Elements C.Start Early D.Write the Presentation E.Create Slides F.The Creative Product G.Rehearse Next Steps

Summary: This book is intended for anyone who wants to know how to write a marketing plan

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Holdings
Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Libro	Biblioteca Juan Bosch	Biblioteca Juan Bosch	Ciencias Sociales	Ciencias Sociales (3er. Piso)	HF 5837 A954a 2010 (Browse shelf(Opens below))	1	Available		00000186673

Includes bibliographical references.

Machine generated contents note: Planning Points
Planning Point 1 Target Audience
A.Entrepreneurs
B.Students
Planning Point 2 Working Procedures
A.Agency Organization
B.Record Keeping
C.Financial Considerations
D.Responsibilities
Planning Point 3 Writing Style
Planning Point 4 Computer Considerations
Planning Point 5 The Outline
The Marketing Planning Document
ch. One Situation Analysis
A.Current Users
B.Geographical Emphasis
C.Seasonality
D.Purchase Cycle
E.Creative Requirements
F.Competitive Sales
G.Competitive Media Spending
Note A MRI
Note B Literature Review
ch. Two Research
A.Objectives
B.Strategies
C.Methodology
D.Summary of Findings
Note A Interviewing
Note B The Questionnaire
Note C Store Checks
ch. Three Problems & Opportunities
ch. Four Marketing Objective
A.Number
B.Rationale
Note A Marketing Flow Chart
ch. Five Budget
ch. Six Marketing Strategy
A.Promotion
1.Advertising
a.Creative
b.Media
c.Production
2.Sales Promotion
a.Consumer
b.Trade
3.Public Relations
4.Direct Marketing
a.Direct Response Media
b.Telemarketing
5.Event Marketing
a.Consumer Events
b.Trade Events
6.Miscellaneous
a.Personal Selling
b.Packaging
c.Merchandising
d.Games
e.Promotional Products
B.Product
C.Pricing
D.Distribution (Place)
E.People
F.Rationale
Note A MarCom & Idea-Driven IMC
ch. Seven Advertising Creative
A.Target Audience
B.Objective
C.Strategy
D.Insight
E.Support
E.Considerations
F.Tone
G.Rationale
H.Tactics
Note A Creative Brief
Note B Ideas & Ideation
Note C War Room
Note D Mini-saga
ch. Eight Advertising Media
A.Objectives
1.Target Audience
2.Geography
3.Seasonality
4.Continuity, Flighting, etc
5.Creative Constraints
6.Reach vs. Frequency
B.Strategies
1.Media Mix and Types
2.Media Format or Classes
3.Geographic Use of Media
4.Seasonal Use of Media
5.Flighting vs. Continuity
C.Rationale
1.Support of Strategy
2.Support of Delivery and Efficiency
D.Tactics
E.Buying
Note A Geographic Allocation of Media Dollars
Note B Seasonal Allocation of Media Dollars
Note C Digital Media
Note D Traditional Media
ch. Nine Below-the-Line
A.Consumer Promotion
1.Current Situation
2.Objectives
3.Strategies
4.Rationale
5.Tactics (Events)
6.Payout
B.Trade Promotion
1.The Rise of the Retailer
2."Slotting Allowance"
3.Motivation
C.Public Relations
1.Current Situation
2.Objectives
3.Publics
4.Strategies
5.Rationale
D.Direct Marketing
1.Current Situation
2.Objectives
3.Rationale
E.Event Marketing
1.Current Situation
2.Objectives
3.Rationale
F.Miscellaneous
ch. Ten Evaluation (Research)
A.Current Situation
B.Objective
C.Strategy
D.Tactics (Methodology)
ch. Eleven Test Marketing
A.Objective
B.Strategies
C.Tactics (Methodology)
D.Rationale
E.Evaluation
The Presentation
ch. Twelve The Presentation
A.Objective
B.Elements
C.Start Early
D.Write the Presentation
E.Create Slides
F.The Creative Product
G.Rehearse
Next Steps

This book is intended for anyone who wants to know how to write a marketing plan

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