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Advertising Campaign Planning
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Binding: Paperback
Dewey Decimal Number: 659.113
EAN: 9781887229067
Edition: 3
ISBN: 188722906X
Label: Copy Workshop
Manufacturer: Copy Workshop
Number Of Pages: 264
Publication Date: January 01, 2000
Publisher: Copy Workshop
Studio: Copy Workshop
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Editorial Review:
This book is intended for anyone who wants to know how to write a marketing plan.
Customer Reviews
Average Rating: 
Rating:  - GREAT IMC book!!!
This book helps anyone looking to follow the trends of the advertising industry. Integrated Marketing Communications is the new wave!!
Rating: - Great quick reference.
Avery's book is great to have on the desk if you have to do any kind of advertising planning. It has been a great resource for writing RFP's and strategy for Internet projects. I would especially recommend this book to any advertising student who wants to graduate above the rest.
More examples should be included but as with all reference material, you can't have just one. This book was not meant to be the Bible of the industry but it is very useful and when combined with other references, ... Read More
Rating:  - Can be read in three hours. Worth one.
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.
Rating: - The #1 Book for Student Ad Teams
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 ... Read More
Rating:  - Good References, Decent Outline...
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. ... Read More
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