This comprehensive supplementary package puts students in the role of client services manager at a major full-service integrated marketing communications agency. The client, the Tourism Ministry of the Republic of Uruguay, wants the agency to create and manage a total advertising & marketing program for a new resort in Uruguay called punta del Este.
This progect workbook supplies focused step-by-step directions and guidance for the required judgments and client submissions. Cost tables for sales promotion activities are supplied as are "how to" worksheets on sales promotion, creative strategy, and media-planning.
Anexciting feature about this book is the integration of interactive media. It stresses that any successful campaign would have to include a proposal on using the Internet and CD-ROM to reach the dramatically growing number of users the new media.
This book can be used in conjunction with any advertising text or as a stsnd-alone product.
Students will learn how to:
- Assess communications
- Write Television Commercials and Magazine Ads
- Develop a Media Plan
- Develop a Sales Promotion Plan
Section 1 Introduction
Section 2 Briefing By The Client: "The Factory Tour"
Section 3 Competitive Advertising And Promotion
Section 4 First Assignment:Assessing Communications
Section 5 Developing A Creative Strategy
Section 6 Second Assignment:Writing a TV Commercial and A
Magazine AD
Section 7 TV And Print Media Basics
Section 8 Third Assingnment: Developing A Media Plan
Section 9 Trade and Consumer Promotion Basics
Section 10 Publicity, Public Relations, Direct Marketing, And
Personal Selling
,etc.