KEY LEARNING OBJECTIVES
- Understand advertising’s role in marketing: its strengths, weaknesses, and how to maximize the impact of advertising you create
- Gain a thorough understanding of how advertising is created, placed, and how success is measured
- Develop a critical and discerning eye toward the very best in advertising and translate that into the ability to develop and present great work
- Consider ethical boundaries and communicating with people from different cultures, beliefs, or values than your own
86 CLASSROOM RESOURCES
- 16 lesson plans with detailed outlines
- 16 chapter presentations (both instructor and student versions)
- 13 Professional Profiles
- 11 system-graded quizzes
- 11 quiz review presentations
- 6 student exercises
- 5 Expert Session video lectures (with accompanying quizzes)
- 3 Video Case Studies
- 1 major project (includes 8 assignments)
- 1 system-graded, 35-question comprehensive final test
Stop using outdated materials to teach modern advertising. Engage students with hands-on projects, constantly updated content, and a concise advertising textbook that costs less than traditional textbooks and features the experience of industry professionals.
TABLE OF CONTENTS
Unit 1 – Introduction
1 – THE BUSINESS OF BRANDS
2 – THE BASICS OF MARKETING
3 – ADVERTISING AS A MARKETING TOOL
4 – LEGAL AND ETHICAL CHALLENGES IN ADVERTISING
5 – HOW COMMUNICATIONS WORK
Unit 2 – The Advertising Process
6 – THE ADVERTISING DEVELOPMENT PROCESS
7 – THE PROBLEM, PLANNING, AND RESEARCH
8 – ADVERTISING STRATEGY DEVELOPMENT
9 – MEDIA PLANNING AND BUYING
10 – CREATIVE DEVELOPMENT
11 – PRODUCTION
Unit 3 – Measuring and Recognizing Success
12 – EVALUATING EFFECTIVENESS
13 – SELLING YOUR WORK
14 – BUILDING BRANDS GLOBALLY
15 – BEST ADVERTISING CREATORS IN THE WORLD
Unit 4 – Conclusion
16 – WHAT’S NEXT?
ABOUT THE AUTHORS
Brian Sheehan is a professor at the S.I. Newhouse School of Public Communications at Syracuse University. He teaches courses in advertising, advertising management, advertising strategy, and digital advertising.
Sheehan has an undergraduate degree in economics from the College of the Holy Cross and a graduate degree in history education from Loyola Marymount University. Sheehan spent 25 years with Saatchi & Saatchi Advertising; after 5 years in S&S’s New York office, he spent the next 11 years overseas working in S&S Hong Kong, and as CEO of S&S Japan and S&S Australia. He then spent 9 years as chairman and CEO of Team One Advertising in Los Angeles. Sheehan has worked with many top national and international brands, including Toyota, General Mills, Procter & Gamble, Hilton, British Airways, IKEA, TIME, News Corporation, Bayer, DuPont, Sara Lee, Kodak, Ritz-Carlton, Castrol, and Hewlett-Packard.
In 2010, Sheehan published his first book “Basics: Online Marketing.” In 2011, he published his second book, “Basics: Marketing Management.” And in 2013, he published his third book, “Loveworks: How the World’s Best Marketers Make Emotional Connections to Win in the Marketplace.” Sheehan is published regularly in both Advertising Age and Adweek. He has also been published in a number of peer-reviewed advertising journals.
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.