Advertising Campaigns

Insightful Impact

Turnkey Educational Resource

Table of Contents

Chapter 1: Change, Change, and then More Change

Chapter 2: Developing an Advertising Campaign

Chapter 3: The Client Briefing

Chapter 4: Interpreting the Briefing

Chapter 5: Learning What You Don’t Know

Chapter 6: Problem Statement

Chapter 7: Strategy Development

Chapter 8: Media Plan Development

Chapter 9: Creative Development

Chapter 10: Key Performance Indicators 

Chapter 11: The Campaigns Book & The Written Presentation

Chapter 12: Presenter’s Skills

Chapter 13: Winning the American Advertising Federation National Student Advertising Competition

Chapter 14: Pitch Example Briefing to Winning Presentation

Chapter 15: After the Presentation 

Chapter 16: Advice from Current Pros in the Business

*Content Subject To Change

Key Learning Objectives​

75+ Educator Resources

Lesson Plans
Slide Presentations
Auto-graded Quizzes
Quiz Review
Slide Presentations

1 comprehensive project

1 comprehensive project instructor guide

1 comprehensive project student guide

1 auto-graded midterm exam (50 questions)

1 auto-graded final exam (50 questions)

1 test bank (100 questions)   

4 case studies 

 1 sample syllabus | schedule

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About the Author

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.

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