Robust Resources to Help You
Teach Your best Class from Day One
Russell’s “Advertising Campaigns” courseware helps you keep your course up-to-date with current trends in the advertising field. This courseware takes students through the process of an advertising campaign, introducing them to client briefings, strategy development, communications with clients, creative development, and so much more. Real-world problems, competitive small-group activities, and insights from successful advertising professionals will help students stay engaged and excited about the material.
Table of Contents
Describe how the new business process works and recognize the best practices for preparing a new business pitch.
Identify how to effectively organize and lead a group, possess strong team communication skills, and apply effective management techniques to optimize performance.
Demonstrate how to prepare for a client briefing.
Articulate how to bring the right answers to clients and make sure the agency is heading in the right direction.
Define the different types of research and how to develop a research plan for understanding what you don’t know after your client briefing.
Emphasize the significance of strategic thinking in resolving marketing challenges, and distinguish between brand vision, purpose, and mission.
Demonstrate how to create an inspiring communications brief.
Determine the best places to run advertising to reach goals and describe the strengths and weaknesses of different media choices.
Define different types of advertising and how to create big ideas.
Identify how to measure the success or failure of your advertising before you spend potentially millions of dollars running the work
Demonstrate effective presentation skills, the importance of delivering presentations well, and how to deliver impactful final pitch presentations in a growing online world.
Describe how the American Advertising Federation (AAF)’s National Student Advertising Competition (NSAC) works.
Review real client briefing
Demonstrate the importance of standing back up once you’ve been knocked down and how to improve after assessing what went well and what didn’t.
*Content Subject To Change
75+ Educator Resources
4 Case Studies
Sample Syllabus | Schedule
Auto-Graded Midterm Exam
(50 questions)
Auto-Graded Final Exam
(100 questions)
Comprehensive Project Example
12-Assignment Project Breakdown
Expand Your Definition Of Courseware
Keeping Content Current
The media and materials included with the Advertising Campaigns and courseware make it an in-depth teaching tool. The content is updated yearly so you can be sure you’re teaching up-to-date principles.
Support for Students
The Stukent Support Team simplify the learning process for students and educators. Anyone who uses Stukent courseware automatically has access to Stukent's support team to answer any courseware and technical-specific inquiries.
About The Author
Edward Russell
Edward Russell spent 25 years in the advertising business working for some of the largest and best-known firms in the world. After graduating with a bachelor’s and a master’s degree in advertising, he went to work for Ted Bates, the then largest advertising agency in the world, in New York City. After being acquired by Saatchi & Saatchi, Russell moved to Frankfurt, Germany as European account director. The Berlin Wall came down six months after he arrived, and suddenly, he had the opportunity to open new offices all over Eastern Europe. After his stint in Germany, Russell moved east and became CEO of Leo Burnett’s office in Warsaw, Poland. Though the country initially had no advertising business, the Warsaw office became one of Leo Burnett’s most awarded offices. Russell later moved to Leo Burnett’s Chicago headquarters, where he led the agency’s Procter & Gamble international business. There, he was responsible for over 400 brands in 98 countries and managed nearly $1 billion in billings. The agency won more new business from P&G during this time than in their entire history. Russell has been teaching at the SI Newhouse School of Public Communications at Syracuse University since the fall of 2003. Russell wrote Leo Burnett’s international training program, “LeoSmarts” and is the author of “The Fundamentals of Marketing” from Bloomsbury Publishing out of the United Kingdom. He is married to his high school sweetheart, Rebecca, and they have two grown daughters: Emily, a social worker, and Kirsten, who works in advertising in New York City.
Robust Resources to Help You Teach Your best Class from Day One
Table of Contents
Chapter 1: Developing a Marketing Communications Campaign
Describe how the new business process works and recognize the best practices for preparing a new business pitch.
Chapter 2: Internal Communications and Management
Identify how to effectively organize and lead a group, possess strong team communication skills, and apply effective management techniques to optimize performance.
Chapter 3: The Client Briefing
Demonstrate how to prepare for a client briefing.
Chapter 4: Interpreting the Briefing
Articulate how to bring the right answers to clients and make sure the agency is heading in the right direction.
Chapter 5: Learning What You Don’t Know
Define the different types of research and how to develop a research plan for understanding what you don’t know after your client briefing.
Chapter 6: Strategy Development
Emphasize the significance of strategic thinking in resolving marketing challenges, and distinguish between brand vision, purpose, and mission.
Chapter 7: The Communications Brief
Demonstrate how to create an inspiring communications brief.
Chapter 8: Media Plan Development
Determine the best places to run advertising to reach goals and describe the strengths and weaknesses of different media choices.
Chapter 9: Creative Development
Define different types of advertising and how to create big ideas.
Chapter 10: Does the Work Work?
Identify how to measure the success or failure of your advertising before you spend potentially millions of dollars running the work
Chapter 11: Presentation Skills
Demonstrate effective presentation skills, the importance of delivering presentations well, and how to deliver impactful final pitch presentations in a growing online world.
Chapter 12: Winning the American Advertising Federation (AAF) National Student Advertising Campaign (NSAC)
Describe how the American Advertising Federation (AAF)’s National Student Advertising Competition (NSAC) works.
Chapter 13: Pitch Example Briefing to Winning Presentation
Review real client briefing
Chapter 14: After the Presentation
Demonstrate the importance of standing back up once you’ve been knocked down and how to improve after assessing what went well and what didn’t.
Chapter 15: Advice from Current Pros in the Business
*Content Subject To ChangeKey Learning Objectives
75+ Educator Resources
Slide Presentations
Comprehensive project
Auto-graded midterm exam (50 questions)
Test bank (100 questions)
Comprehensive project student guide
Sample syllabus | schedule
Auto-graded final exam (50 questions)
4 case studies
Expand Your Definition of Courseware
Updated every year
with lifetime access for students
Keeping Content Current
The media and materials included with the Advertising Campaigns and courseware make it an in-depth teaching tool. The content is updated yearly so you can be sure you’re teaching up-to-date principles.
Stukent Support Team
with a 96% customer service satisfaction rating
Support for Students
The Stukent Support Team simplify the learning process for students and educators. Anyone who uses Stukent courseware automatically has access to Stukent’s support team to answer any courseware and technical-specific inquiries.
Simplify Education
with LMS Integration
Single Sign-on | Rostering | Grade Book Syncing | Deep Linking
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