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
Slide Presentations
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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