Ad Workshop Class Status Report

David Avery, the author of our textbook, also wrote "Marketing & The Planning Process," (Ch. 8 of Advertising: The Business of Brands), which was assigned for you to read, as a useful summary of the text. The following is an excerpt:

"Ten-Part Process" -- Avery describes a good process for managing an advertising-based marketing campaign. You should read all the following available links to review the class to date, and proceed through the current week's lessons.

1. Situation Analysis -- Where are we starting from?
2. Research -- What do we need to know?
3. Problems & Opportunities -- The good news, the bad news
4. Marketing Objective -- So what are we trying to do?
5. Budget -- What are we going to have to spend, and why?
6. Strategies -- What's the best way to do it?
7. Advertising Creative -- We develop the message, based on strategy.
8. Media -- We develop the media plan, based on our media strategy
9. Sales Promotion -- What other integrated marketing communication tactics will we use?
10. Evaluation -- How're we doing?

Your Campaign memo must include each of these elements.

Individual Project: Advertising clipbook development

11. Advertising Analysis -- Your individual project assignment is to find 25 ads from your product category and be prepared to discuss them. Check this link for details.