For students trying to learn the business, the big picture is getting bigger--and more dificult. Part of the problem is that part of the business operates the way it has for many years--analyze problems and opportunities, set objectives, develop strategy, and execute like crazy--very locially, Another part of the business appears to ignore the above process, striving to entertain consumers, getting them to like the ad, and seemingly secondarily secondarily, making a compelling point about the brand. One approach is analystical and research based; the other is intuitive and dependent on talent. This second approach may only involve a small portion of the thousands of ads that are run every day, but often these ads are the most visible, reach the largest audience, and win a disproportionate share of advertising awards.
The implication for advertising education is simple: teach what you can Can you teach creativity? Intuition? Talent? The question is arguable. But you can teach students how to use a process to think analytically or in an inspired way so that their creative abilities are used to solve problems and exploit opportunities.
Chapter 1 Advertising from a Marketing Communications Perspective
Chapter 2 The Research Foundation Part One: Understanding Clients and Buyers
Chapter 3 The Research Foundation Part Two: Market Product, and Competitive Analyses
Chapter 4 Appraising Opportunities and Setting Objectives
Chapter 5 Building the Marketing Communication Strategy
Chapter 6 Developing a Creative Strategy that Moves People
Chapter 7 Communication Planing: Media Strategy and Tactics
Chapter 8 Integrated Communications
Chapter 9 Enhancing the Marketing Communication Mix
Chapter 10 Evaluating the Effectiveness of the Campaign
Chapter 11 Preparing the Plans Book
Chapter 12 Preparing a Winning Presentation