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Advertising Campaign Planning, by Jim Avery
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This book is designed for student ad agencies and college campaign “teams” for the AAF/NSAC College World Series of Advertising.
The basis of the book is a powerful interlocking marketing plan, based on the P&G/WRG (Wells Rich Greene) system. Best practices are presented in a clear and easy to follow sequence.
- Sales Rank: #634409 in Books
- Brand: Brand: Copy Workshop
- Published on: 2010-07-03
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x 6.00" w x .75" l, 1.00 pounds
- Binding: Paperback
- 328 pages
- Used Book in Good Condition
Most helpful customer reviews
7 of 8 people found the following review helpful.
Good References, Decent Outline...
By W. Schmidt
The book is written to a college classroom audience and this can become distracting. Ironically, I ordered this book only because I thought it was a textbook I had used once. It isn't the book I used. But even expecting a "textbook" didn't lessen my occassional frustration with the tone.
Overall I think it is a very good resource full of useful information, but don't expect a lot of detail. You'll cover a lot of ground and sometimes feel the urge to raise your hand and ask a question. A sample of a completed advertising plan as a reference might be a helpful addition. For people not benefiting from the classroom or hands-on advertising experience, some of the text might be a bit vague. Your told a lot of "what" more than your told "how" or "why." So if you're looking for a guide to what goes into making an advertising campaign and don't need to know a lot about the hows and whys, then this book might be useful. (I'm not sure who these people might be, however...) Otherwise, be prepared to dig around a little while using this book. And that, by the way, isn't necessarily a bad thing.
8 of 12 people found the following review helpful.
Can be read in three hours. Worth one.
By A Customer
I have worked in the advertising agency business for 25 years, and have searched high and low for a good book on how IMC is done. This book falls in the category of "one man's experience" and is not the end of my search. It's only minimally reflective of any reality I have experienced and is very basic. Plus, I'm not going to recommend a book that opens with the author's view of the vital importance of correct spelling, and then is filled with errors. He lost all credibility right there.
3 of 5 people found the following review helpful.
The #1 Book for Student Ad Teams
By A Customer
This book was designed for the AAF/NSAC - that's the American Ad Federation National Student Advertising Competition. It's also known as "The College World Series of Advertising."
If you're competing in the AAF/NSAC, or you're in a student "campaigns" course, this book is terrific.
If you're an entrepeneur, marketer or agency person frustrated by all the buzz mumble of other books, you will find this clear and to the point. However, you may often feel like you're in class somewhere - since the tone of the book is very focused on speaking to a student audience.
It's the #1 book for what it does - if you're frustrated by some of the other books out there, you might find this useful.
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