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The Advertising and PR Account Management Workshop
Craig Davis and Don Dickinson
ISBN: 978-099730843-3
paperback, $54.95

The Advertising and PR Account Management Workshop is written for students seeking knowledge and skills required for a senior-level account management position in advertising or public relations agencies.

 

The “workshop” approach provides an authentic, hand-on guide to contemporary account management. Each of the 20 workshop sessions includes learning goals, key words, text material, quizzes, and application activities – all crafted to build proficiency in using the tools of the trade.

 

Advance Praise

 

“Finally! A textbook with real tools and tips for students interested in account management. The workshop approach helps make teaching interactive and gives students hands-on learning opportunities. I plan to use it in a new account management course this year.” (Michael Hanley, Ball State University)


The Advertising and PR Account Management Workshop is a well-organized, easy-to-read book that clearly explains how to have a successful career as an Account Manager in any business. It is an invaluable guide for university students on all levels.” (Margo Berman, Florida International University)

 

The Advertising and PR Account Management Workshop takes a learn-by-doing approach for critical tasks and responsibilities of the account manager from the entry level to the senior executive level. It does this through effective structure, challenging content, and collaborative tools.” (from the Foreword by Fred Cook, CEO, Golin)


Workshop Sessions

Managing Time and Time Sheets

Writing a Conference Report

Developing a Status Report

Managing Up

Calling and Prepping for a Meeting

Facilitating an Internal Meeting

Facilitating a Client Meeting

Critiquing a Creative Brief

Providing Feedback on a Creative Idea

Vetting a Creative Proposal

Proposing and Presenting Ideas

Writing a Strategic Recommendation 

Evaluating a Media Plan

Managing for Account Profitability

Managing Across

Responding to an RFP

Writing a Statement of Work

New Business

Return on Investment

Managing Down





The New Account Manager:

Redefining the Crucial Role of Account Service in the Changing Business of Advertising and PR

 

Third Edition


Don Dickinson and Craig Davis

ISBN: 978-0-99730849-5

paperback, 456 pages, $69.95


When it comes to the creation of great advertising and the delivery of effectively integrated communications programs, there is no function more important than good account management – just ask any client.

That’s what makes this book so valuable. The New Account Manager is thoughtfully crafted by two advertising-veterans-turned-educators with combined 30+ years in the agency business. They combine traditional account management skills with the new challenges of today’s always-changing environment, and the result is a bright, practical, and thoroughly readable approach to “one of the most amazing jobs anywhere.”


Praise for The New Account Manager


The New Account Manager is the best and most complete text on the market, and this new edition takes a good thing and makes it even better. The organization and the insights are invaluable, and the inclusion of ‘new media’ is very topical and important. TNAM is a primer for understanding one of the most important roles in a successful marketing communication agency. Every agency and student who wants to better understand the role and execution of account management should have a copy of this book." (Alan Campbell, University of Miami, and COO, MARCA)


“Dickinson and Davis offer students a realistic and practical understanding of the account management role in advertising. From skill sets, to responsibilities, to hands-on tools, this text provides a solid and essential foundation for both aspiring account managers, as well as for those who will work with account services professionals upon entering this exciting field.” (Rachael Kopel, Milwaukee Area Technical College)





"The New Account Manager elevates a ‘generalist’ role into a practical toolkit for modern marketing. Leadership skills are more important than ever in today's fragmented world, and this book lays out the essentials to not just survive in advertising, but thrive." (Lynn Power, CEO, J. Walter Thompson)



“As hard as account management is to define, it is even more challenging to describe.  Don Dickinson and Craig Smith have gone a long way to addressing the problem with the latest edition of The New Account Manager.”   (Robert Solomon, Solomon Strategic, author, The Art of Client Service)


“Account Management is experiencing a renaissance in the advertising industry – but its new role is revolutionary in comparison to the ‘Mad Men’ era.  Dickinson and Davis situate account management in the center of decision-making and problem-solving – critical skills in today’s advertising structure. The New Account Manager is an essential toolbox for professors who are preparing the next generation of managers; for agencies who need to train entry-level managers; for seasoned professionals who need to recalibrate; and for students who seek foundational literacy in the art of account management.”

(Jan Slater, University of Illinois)


Table of Contents for THE NEW ACCOUNT MANAGER, Third Edition 

 

PREFACE

 

INTRODUCTION

 

1.0 THE VIEW FROM 20,000 FEET 

1.1 Evolution of the Advertising Agency and the Emergence of the New Account Manager

1.2 Contemporary Advertising Agencies: What They Do and How They Are Organized 

1.3 The Second Organizational Chart (The Floor Plan)

1.4 BUZZ

1.5 Juicy Cases 

1.6 Ad-Robic Exercises

1.7 Burning Questions

 

2.0 THE VIEW FROM 200 FEET 

2.1 Account Management Overview 

2.2 Master of the Mixes

2.3 The Hub of the System 

2.4 The Money Side of the Business

2.5 BUZZ

2.6 Juicy Cases 

2.7 Ad-Robic Exercises 

2.8 Burning Questions

 

3.0 TOOLS OF THE CRAFT 

3.1 The Account Management Information System (AMIS) 

3.2 The Conference Report and Contact Reports

3.3 The Campaign and Creative Briefs

3.4 A Creative Work Evaluation Model 

3.5 A Presentation Template

3.6 The Status Report

3.7 The Brand Stewardship Report

3.8 Financial Reports and Analyses

3.9 Writing Tips and Guidelines

3.10 Meeting Prep and Meeting Management Checklist

3.11 Time Management and Project Tracking Systems 

3.12 BUZZ

3.13 Juicy Cases

3.14 Ad-Robic Exercises

3.15 Burning Questions

3.0 Appendix

 

4.0 WANTS, NEEDS, AND EXPECTATIONS 

4.1 What Clients Want from Their Agency and Expect of Their Account Manager 

4.2 What Creatives Want in An Account Manager

4.3 What Media Planners Want in an Account Manager

4.4 Straight Talk about Account Planning

4.5 What Agency Management Wants in an Account Manager

4.6 BUZZ

4.7 Juicy Cases 

4.8 Ad-Robic Exercises 

4.9 Burning Questions

 

 

5.0 WHAT A RIDE! 

5.1 Fifty Hours on a Roller Coaster A Week in the Life of an Account Manager

5.2 Journey of the Job

5.3 BUZZ

5.4 Juicy Cases

5.5 Ad-Robic Exercises

5.6 Burning Questions

 

6.0 EVERYDAY SUPER-HUMAN

6.1 Two Dozen Hats, Only One Head: The Twenty-Four Hats of Account Service

6.2 Nine Traits of an Accomplished Account Manager

6.3 BUZZ

6.4 Juicy Cases

6.5 Ad-Robic Exercises

6.6 Burning Questions

 

7.0 THE BUSINESS OF NEW BUSINESS 

7.1 In Search of the Ideal Client

7.2 In the Hunt: New Business 101

7.3 A Short Course in New Business

7.4 The Evolution of the Agency-Client Working Relationship

7.5 Dealing with Client Personalities

7.6 BUZZ

7.7 Juicy Cases

7.8 Ad-Robic Exercises

7.9 Burning Questions

 

8.0 THE ACCOUNT MANAGER’S PRIMER ON PAID MEDIA

8.1 The Account Manager’s Overview of Media Management and Objectives

8.2 The Five Rights of Media Planning. #1: The Right Audience

8.3 The Five Rights of Media Planning. #2: The Right Media Mix

8.4 The Five Rights of Media Planning. #3: The Right Exposure Level

8.5 The Five Rights of Media Planning. #4: The Right Timing

8.6 The Five Rights of Media Planning. #5: The Right Cost

8.7 Negotiations in the Media World

8.8 BUZZ

8.9 Juicy Cases

8.10 Ad-Robic Exercises

8.11 Burning Questions

 

9.0 ACCOUNT MANAGEMENT AND IMC 

9.1 The Marketing Public Relations Agency

9.2 The Sales Promotion Agency

9.3 The Business-to-Business (B2B) Agency

9.4 The Retail Agency

9.5 The Direct Response Agency

9.6 Sports, Sponsorship and Events Marketing

9.7 The Digital/Interactive Agency

9.8 The Branding Agency

9.9 The Media Agency 

9.10 The Segment-Specific Agency

9.11 Account Management with Multiple Agencies

9.12 BUZZ

9.13 Juicy Cases

9.14 Ad-Robic Exercises

9.15 Burning Questions

 

10.0 MANAGING YOUR CAREER

10.1 Educational Preparation: Courses, Internships, Mentorships

10.2 Landing Your First Job

10.3 Landing Your Next Job

10.4 Some Final Pearls to Remember

10.5 Other Resources

10.6 BUZZ

10.7 Juicy Cases

10.8 Ad-Robic Exercises

10.9 Burning Questions

 

11.0 SHOP TALK: THE LINGO OF ACCOUNT MANAGEMENT

 

INDEX


 








Suits plus Creatives

A Guide to Communicating and Collaborating Across the Advertising Agency Divide

Joseph B. Radding

ISBN: 978-0-99730846-4

Paperback, 240 pages, $49.95


Suits plus Creatives is intended for educators, students and professionals active in the teaching, study, or practice of any aspect of the marketing, marketing communications, and advertising professions.

 

The descriptions of processes and problems, the solutions presented, and the exercises for building understanding and skills are all intended to result in improved collaboration across agency disciplines, with the result of more well-prepared  students,  more effective marketing and advertising, and more satisfied clients and employees.

 

This book can be adopted for use in courses in both account and creative disciplines, with the intention of preparing students for effective professional collaboration. Relevant courses include Account Management, Marketing, Advertising, and Business Communication, as well as Graphic Design, Art Direction, Copywriting, Media Strategy, Creative and Content Strategy.

 

Praise for Suits plus Creatives: 


"Radding's new book serves as a sort of lingua franca for anyone interested in the vagaries and complexities of the advertising business, with a focus on finding the path to clear communication. The content will challenge your curiosity and the beautiful design will inspire your creativity. This book is a 'must have' for students and professionals alike." (Kim Bartel Sheehan, University of Oregon)


About the Author: Joseph B. Radding is a brand storyteller, educator, consultant, integrated brand and marketing communications director, creative director, art director and graphic designer, brainstorm facilitator, presentation coach, painter, actor, photographer, writer, mentor, manager, and speaker. He has taught courses in marketing. advertising, and graphic design at several colleges and universities and is currently a lecturer at Eastern Michigan University.


Contents:

Preface

1 INTRODUCTION/HOW TO USE THIS BOOK

2 SUITS VS. CREATIVES: WHO ARE THOSE OTHER GUYS?

3 WHAT’S WRONG WITH THOSE OTHER GUYS?

4 HOW ADVERTISING & MARKETING COMMUNICATIONS ARE SOLD

5 HOW ADVERTISING & MARKETING COMMUNICATIONS ARE MADE

6 THE ROAD TO SUCCESSFUL COLLABORATION

7 ACCOUNT TEAM: HOW TO HELP THE CREATIVES MAKE YOU A HERO TO YOUR CLIENT

8 CREATIVE TEAM: HOW TO CREATE YOUR MOST EFFECTIVEWORK AND SELL IT TO THE ACCOUNT TEAM The

9 NOW WHAT? NEXT STEPS

10 CONCLUSION

APPENDIX: JOE’S RULES

GLOSSARY

ADDITIONAL READING








Advertising Campaigns Workbook

Harsha Gangadharbatla, Kim Bartel Sheehan, and Dave Koranda

ISBN: 978-099730847-1

paperback, $44.95


The Advertising Campaigns Workbook is designed to serve as an alternative (or a companion) to traditional campaigns textbooks, by offering plenty of hands-on exercises, tasks, and information presented in a concise manner. It can also help newly formed teams in advertising agencies go through the process of team building in a quicker and more efficient fashion.


The Workbook is filled with hands-on exercises with “things to do” instead of simply regurgitating lists of things that you should do. Each chapter begins with an overview, followed by a brief discussion of key concepts. Within each discussion are numerous tasks that students in a typical campaigns class can undertake to work together as a team. The authors also provide plentiful tips for refining your existing skills (for example, Chapter 8 lists six tips for great creative executions in a campaign).


Read the review in the Journal of Advertising Education (Volume 22, #1)  


Advertising Campaigns Workbook is a fantastic resource for campaigns classes as well as other classes that may need to understand the entire campaign process from start to finish. It is a well-written, compact resource that will serve students well as they embark on any advertising campaign.” (review in the Journal of Advertising Education, Vol. 22.1)


 + Comments from Faculty

 “This workbook, with its practical applications and logical format, has been needed for a long time. Three highly respected educators have given us a resource that can be used in the classroom as well as in real-life campaign development. Educators will welcome this book and students will greatly benefit from it.” ( Don Jugenheimer, co-author, Advertising Media Workbook and Sourcebook, 4/e)

 

“The authors provide an excellent framework for any campaigns course, but especially those participating in the National Student Advertising Competition. Students need a guide to keep them on track during fast-paced campaigns courses and this book is it, and more! The content is timely and relevant with dynamic examples for students to build upon in their own campaigns. I will definitely be using this book next time I teach the NSAC course." (Laura F. Bright, Texas Christian University)

 

About the Authors

Harsha Gangadharbatla is the Founding Chair of the Department of Advertising, Public Relations and Media Design at the University of Colorado. He has taught advertising courses at college level for more than a decade. His research interests lie at the intersection of technology, business, and communication. He has authored (or co-authored) over 40 publications and his work has been published in the Journal of Advertising, International Journal of Advertising, and the Creativity Research Journal, among others.

 

Kim Bartel Sheehan is a Professor at the University of Oregon, where she also directs the Honors Program in the School of Journalism and Communication. She has more than twelve years of agency experience on accounts including McDonald’s and Kraft. She is the author or co-author of eleven books and dozens of academic articles in journals such as First Monday, Journal of Advertising, Journal of Public Policy and Marketing and The Information Society.

 

Dave Koranda is a Senior Instructor II at the University of Oregon. He worked with ad agencies for over 20 years in Media and Strategy, helping McDonald’s, Pepsi and Seven Up, among others. He is a member of the NARB (National Advertising Review Board) and a member of the American Ad Federation Executive Education Committee. The team he advises finished first in the 2015 NSAC competition.


Table of Contents

 

Introduction

Working in Teams

What is an Ad Campaign?

Working with Clients

Information Gathering

Situation Analysis and SWOT

Primary Research

Creative Brief

Creative Execution and Tactics

Media Strategy and Tactics

The Pitch

The NSAC competition

Appendix A: Frequently Asked Questions

Appendix B: Sample Reports

Appendix C: Know the 4Ps

 

 

 

 

 

 

 

 





Advertising Strategy: A 360 Degree Brand Approach
Larry D. Kelley and Kim Bartel Sheehan
ISBN: 978-099730845-7
paperback, $59.95

Advertising Strategy: A 360 Degree Brand Approach provides a comprehensive approach to all the factors in crafting a successful advertising strategy. Filled with current brand examples, the entire book is devoted to strategy, with an emphasis on “how to do it” as opposed to “what it is.” 

 

The organization of Advertising Strategy works from the inside out to connect all strategic decisions. The brand is at the center. Marketing decisions are the first layer of strategic decisions. Consumer insight forms the next layer, the central idea the next, and then the message and media strategies form the final layer. The overall result is a comprehensive guide to building successful strategy.

 

The book’s easy-to-read style and logical format make it ideal for course adoption, and students as well as professionals will benefit from the variety of real-world examples. 

 

Key content includes:

 

  • ·         psychological foundations of brands and persuasion

  • ·         discussion of both promotion and protection of the brand

  • ·         several chapters devoted to digital and social media strategy

  • ·         review questions and additional resources provided in each chapter

  

About the Authors

 

Larry Kelley is a 25 year advertising industry veteran and is Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston. Professor Kelley most recently was Executive Vice President, Chief Planning Officer of FKM and has served in senior management roles for BBDO, Bozell & Jacobs and the Bloom Agency. He is the author or co-author of eight books adopted by more than 75 college/university programs around the world.

 

Kim Bartel Sheehan is a Professor at the University of Oregon where she also directs the Honors Program in the School of Journalism and Communication. She has over twelve years of agency experience on accounts including McDonald’s and Kraft. She is the author or co-author of eleven books and dozens of academic articles in journals such as First Monday, Journal of Advertising, Journal of Public Policy and Marketing and The Information Society.

 

 




















The New Edition of the Classic Text for Ad Campaigns classes

Advertising Campaign Planning
Developing an Advertising-Based Marketing Plan

Fifth Edition


Jim Avery and Debbie Yount (both University of Oklahoma)

ISBN: 978-0-9786638-3-4

List Price:  US $49.95


Order this book


This book offers a fresh “how to” approach for developing fully integrated advertising campaigns. The simple step-by-step practical application gives the reader the entire toolbox needed to make a winning campaign and eliminates obstacles and roadblocks that can get in the way of creating great work.

 

Advertising Campaign Planning is written by advertising agency leaders who became academics after many years in the industry.  Their experience gives them the added advantage of not just teaching theories and concepts but bringing the advertising campaign creative process to life in practice.  Follow the steps outlined in the book and your team will produce a winning advertising campaign every time.

 


Contents

1. Situation Analysis

2. Research

3. Problems and Opportunities

4. Marketing Objective

5. Budget

6. Marketing Strategy

7. Advertising Creative

8. Advertising Media

9. Social Media Marketing

10. Marketing Touchpoints

11. Evaluation (Research)

12. Test Marketing

13. The Presentation

Glossary of Interactive Advertising Terms

Index

 


Praise from Readers of Advertising Campaign Planning

Advertising Campaign Planning provided me with a clear roadmap and real-world applications that have helped guide me through a variety of experiences as a student and in the real world as an account planner.” 

 Nick Howard, CP+B/Los Angeles

 

“The book is thorough and precise on how to create and plan a successful campaign. The added social media information really gives it an update and knowledge to integrate social media into your campaign.”

 Caitlyn Kayser, Grey/New York

 
”This book gave me the hands-on support and guidance that was pivotal to jump starting my career at a New York advertising agency.”

 Colleen Owen, Initiative/New York

 
”Jim Avery’s Advertising Campaign Planning is the only textbook I continued to reference after I’d graduated from college and started working for an agency.”

 Jon Lee, The Richards Group/Dallas

 
About the Authors

Jim Avery's more than 25 years of advertising experience includes working for large international agencies in New York City, but he also worked in Chicago and in smaller markets like Portland and Eugene, Ore. He is an active marketing and management consultant and writes a syndicated newspaper column The Advertising Workshop, which appears monthly. He has written more than 100 articles for both academic and professional publications. He has authored five editions of Advertising Campaign Planning which has been required reading at more than 100 universities. He continues to serve on the National Advertising Review Board.

 

Debbie Yount started her second career in 2013 as a faculty member of the University of Oklahoma Gaylord College following a 40-year career in advertising agency leadership positions. Most notably, she served as Chairman & CEO of Publicis Dialog USA, the digital and direct arm of Publicis Worldwide. She holds the position of Area Head, Strategic Communication at Gaylord College and serves as Advertising Faculty Adviser for Lindsey + Asp, Gaylord’s student-run advertising and public relations agency.  She also teaches Advertising Campaigns and Social Media Marketing.









 


The Algorithms of Strategy: An Account Planner’s Toolbox

 




 


“Jim's book will save you from a career's worth of mistakes and give you a set of tools and principles you can use to make wise decisions.”


Jim Avery (University of Oklahoma)

ISBN: 978-0-9786638-5-8

List Price:  US $49.95


Order this book


2016, 256 pages, $49.95, ISBN: 978-0-9786638-5-8

Also available in a Kindle version – search under “Avery”


The Algorithms of Strategy answers big questions like: How does advertising work? How do people make purchase decisions? How do you differentiate your brand proposition? How do you find a consumer insight?


The book contains a detailed overview of key tools and principles of classic account planning, presented in a structured, easy to follow, often entertaining way. It explains, simplifies, discusses alternative approaches and illustrates with examples gathered from the author’s experience in industry and academia, as well as from his talks with planners from around the world.


Just like Jim Avery’s classic Advertising Campaign Planning has become the go-to textbook for Campaigns classes, The Algorithms of Strategy will become the standard for

Advertising Strategy and Account Planning courses.




Contents

Precursor: The Who, What, and Why of This Book

Section A: Introduction  

1 Strategic Planning Defined  

2 Brands Discussed

3 Vocabulary

4 How Advertising Works

Section B: Needs

5 Audience: The People You Want to Influence

6 Criteria

7 Differentiate

8 Insight or Hermeneutics

Section C: The Creative Brief

9 The Creative Brief

10 Creative Briefing

Section D: Planning Tools

11 Secondary Sources

12 Situation Analysis  

13 Competition  

14 Interviewing

15 Ethnography

16 Consumer Journey  

17 Schtick

18 Timeline

19 Maps, Spectrums, and Intersections

20 Need States

21 Metrics

22 Indices

23 Comms Planning

24 Upstream Planning


 


Praise from Readers of The Algorithms of Strategy


“A very useful guide and reference book for those starting out in strategy and want to understand the fundamentals of account planning. The Algorithms of Strategy is a detailed overview of key tools and principles of classic account planning, presented in a structured, easy to follow, often entertaining way. It explains, simplifies, discusses alternative approaches and illustrates with examples gathered from the author’s experience in industry and academia, as well as from his talks with planners from around he world. Use it to ground your understanding of the basics of the discipline, and to be inspired as you develop into your own planning style.”

 

Catherine Moustou, Senior Partner, Global Planning Director

Ogilvy/Chicago


“Essential reading for budding strategists.  Strategy is about building rules that drive outcomes in decisions, and Algorithms is a solid blueprint that is rich with details on cultivating insights and strategy.  There is a lot to ponder and I expect most will walk away appreciating the fresh approaches discussed in this book.”

 

Bibi Persaud, Director, Experience Planning

MKTG/New York


 

 


About the Author


 


Jim Avery's more than 25 years of advertising experience includes working for large international agencies in New York City, but he also worked in Chicago and in smaller markets like Portland and Eugene, Ore. He is an active marketing and management consultant and writes a syndicated newspaper column The Advertising Workshop, which appears monthly. He has written more than 100 articles for both academic and professional publications. He has authored five editions of Advertising Campaign Planning which has been required reading at more than 100 universities. He continues to serve on the National Advertising Review Board.




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