Industrial Organization or Campaign Planner for Integrated Brand Communications

Industrial Organization: Contemporary Theory and Practice with Economic Applications

Author: George Norman

This textbook brings modern I/O analysis to the undergraduate level. Consistent with modern analysis, the authors focus explicitly on the nature of strategic interaction and make extensive use of game theoretic tools. At the same time, they never lose sight of the policy motivation behind much IO analysis. Formal analysis is combined with many practical applications, and the presentation does not assume familiarity with calculus, rather it relies on the ability to work through algebraic equations.

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Campaign Planner for Integrated Brand Communications

Author: Sayr

Campaign Planner for Integrated Brand Communications is designed to help students prepare and present a professional campaign in conjunction with their advertising, promotion, or IMC text. Using a 10-step guide, this workbook clearly explains the process of planning and executing a successful campaign. Students have the option of working alone or in teams to complete the workbook activities. Students working in teams will be exposed to and learn about specific agency roles as they create their campaign.

Table of Contents:

Section I	What We're Doing
A	Why We Use the Campaign Planner	2
B	How We Use This Planner	3
C	What Is a Campaign?	4
Section II	Choose Your Client and Staff Your Agency
A	Pick a Brand, Any Brand	8
1	Monster Energy Drink	9
2	Calloway Golf Equipment	11
3	Public Broadcast System	12
4	Napster Online Music	15
5	Your Local Business or Service	17
B	What Job Do You Want?	18
1	Agency Roles	18
2	Agency Rules	19
3	Your Profile and Agency Preference	21
C	Developing Agency Relationships: Team-Building Activities	22
Section III	Keeping Track: Agency Meeting Rosters
A	Agency Meeting Rosters	24
1	Meeting 1: Organize your agency	25
2	Meeting 2: Prepare the	26
3	Meeting 3: Complete the situation analysis	27
4	Meeting 4: Identify audience segment and competition	28
5	Meeting 5: Allocate the budget and position the brand	29
6	Meeting 6: Set communication objectives and brand message	30
7	Meeting 7: Determine creative strategies	31
8	Meeting 8: Set media objectives	32
9	Meeting 9: Create promotional activities	33
10	Meeting 10: Establish evaluation criteria and choose presenters	35
11	Meeting 11: Assemble plans book and rehearse presentation	36
12	Meeting 12: Rehearse the presentation and evaluate your efforts	37
B	Agency Evaluation and Final Report	38
Section IV	Ten Steps to Building a Great Campaign Plan
A	It's the Planning, Stupid!	40
1	Step 1: Conduct the Situation Analysis	41
2	Step 2: Profile the Consumer Segment	47
3	Step 3. Analyze the Competition	51
4	Step 4: Allocate the Budget	53
5	Step 5: Establish a Brand Positioning Strategy	54
6	Step 6: Determine the Communication Objectives and Advertising Message	56
7	Step 7: Develop the Creative Strategy	58
8	Step 8: Set Media Objectives and Strategies	61
9	Step 9: Create Rewarding Promotions	63
10	Step 10: Set Evaluation Criteria	66
Section V	Campaign Aids and Activities
A	Research Aids	68
1	Web sites	68
2	Survey instruments	70
3	Survey tally sheet	76
B	Helpful Hints	77
1	Tips for Planning an Event	77
2	Tips for Selecting Sponsorships and Partnerships	78
3	Tips for Writing a News Release	79
C	How to Ask for the Order: The Art of Presenting	80
1	Why we present and who we present to	80
2	Use your memory or PowerPoint	80
3	Use an easy-to-follow format	81
4	Some of the best ways to open	81
5	Overall	82
6	To avoid surprises, always rehearse	82
7	Must-do rules for success	82
D	Xtracredit Assignment	83
1	Information Interview	83
2	Books to Read	86
Section VI	Preparing the Plans Book
A	Putting It All Together: Preparing the Plans Books	90
B	Student Example: Toni&Guy Plans Book	91
I	Situation Analysis
A	Personal Care Industry	93
B	Company & Brand History	93
C	Product Evaluation	100
D	Competitive Analysis	100
E	Consumer Evaluation	104
II	Swot Analysis	107
III	Goals & Objectives
A	Marketing Objectives	111
B	Communications Objectives	111
IV	Budget	112
V	Creative Brief	115
VI	Media Plan
A	Media Objectives	121
B	Media Strategy	122
VII	Sales Promotion Recommendations	124
VIII	Public Relations Recommendations	126
IX	Database Marketing Recommendations	126
X	Campaign Evaluation	127
XI	References	128