Books -- Advertising Campaign Planning by Jim Avery
Roschwalb, Susanne A., The Journalism Educator
This is another in a series from The Copy Workshop, a publisher specializing in "professional strength" books about marketing and advertising. Its desktop-published books are designed and edited by advertising professionals and are published for use by both entrepreneurs and students. Advertising Campaign Planning is suggested for use in a "Campaigns" class or for classes entering the National Student Advertising Competition sponsored by the American Advertising Federation.
Jim Avery worked for advertising agencies in New York and Chicago before becoming an academic. He teaches at the University of Alaska-Anchorage. His students have won first and second places in the Competition.
The text follows the general outline of a professional marketing planning document, from Planning Points to The Presentation. The format makes liberal use of subheads and outlines. Readers are given working procedures as well as theories.
I find students working on a marketing campaign need a gentle nudge to begin. Under "housekeeping issues" in the "Working Procedures" chapter, Avery details the idea of a "Box."
"The very first thing you need to do when you start this campaign is to get a box. It should be wide and tall enough to hold a file folder. It can be a file drawer, a fruit box, or a cardboard box designed to hold 'files.'... Any time a group member finds an article in Time or in a newspaper or anywhere else that has anything to do with the campaign, it should be filed in the Box."
The excerpt gives an idea of why I think this book works. Its opening sentence sets the style for a practical guide that will take students and teachers through the complicated material in a systematic way. …