Advertising

Media Strategy & Planning Workbook
How to Create a Comprehensive Media Plan
Third Edition
Don Dickinson and Craig Davis
416 pages, Paperback: $99.95 | eBook: $99.95
PB ISBN: 978-1-73393447-3 (2021)

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The Third Edition of the Media Strategy & Planning Workbook is designed to help students understand the multifaceted business of paid media planning and master the complete execution of the paid media process. 

With its clear organization, comprehensiveness, examples, case studies, and hands-on exercises, the book prepares readers for an entry-level media position by exposing them to the information and tasks they will encounter—including what a comprehensive media plan should look like, how to get there, and what’s involved once the plan is approved.

“Learn by doing” is the book’s fundamental philosophy. Each chapter concludes with  numerous hands-on exercises that provide opportunities for readers to apply sophisticated decision tools and concepts.

The authors’ framework for media planning, called “The Five Rights,” helps to clarify what in other books can be a complicated and often confusing topic. 

The Five Rights are:

• • The Right Target Audience

  • The Right Media Mix

  • The Right Exposure Level

  • The Right Timing

  • The Right Cost

The authors highlight best practices in creative media planning with 23 case studies from ADWEEK, and the end-of-book glossary is the most complete collection of media terms in print.

Instructor's Manual:

The Instructor's Manual available for adopters includes:

• Advice on course planning

• Sample syllabus and schedule

• Answers to chapter discussion questions and exercises

• Test questions for each chapter

• Sample mid-term exams

• Sample final exam

+ A very comprehensive media strategy sample term class project

Praise for the book:

“Media requires a think-and-do approach in the classroom—first learning the concepts, then applying them within real-world situations. The Media Strategy & Planning Workbook exemplifies that approach in a compelling, comprehensive, and contemporary manner. Sometimes communication students experience math anxiety, but this text will allay their fears, resulting in a new self-confidence while opening their eyes to a rewarding career path in media planning and buying or advertising sales.”  —Scott Hamula, Ithaca College

“This Third Edition has made the already-thorough book even more comprehensive in scope—richer with additional hands-on exercises, and more coherent with current concepts and examples. Every student and professional who is serious about the media side of advertising will find this new book extremely helpful.”      —Hong Cheng, Professor and Dean, School of Communication, Loyola University Chicago

“This text is a handy tool for thinking about media planning and actually getting it done. The beauty of the book is that it lays out the media planning process, chapter by chapter, with a focus on making the ‘right’ strategic choices. The bonus is that it includes so many helpful exercises to build real planning skills.”  —James Ramos, West Virginia University

Table of Contents:

1.Welcome to the Media Side of Advertising

2. The Unique Nature of Media Objectives

3.The Right Audience: The First of the Five Rights

4: The Right Media Mix: The Second of the Five Rights

5. The Right Exposure Level: The Third of the Five Rights

6. The Right Timing: The Fourth of the Five Rights

7. The Right Cost: The Fifth of the Five Rights

8. The Business Side of the Paid Media Business

9. Negotiation in the Media World

10. The Return on Ad Spending (Roas)

11. The Paid Media Campaign Process Start to Finish

12. Legal and Ethical Issues in Advertising and Media Planning

Appendix: Media Lingo, Hand Formulas, and Rounding Rules

Advertising Campaigns Workbook
Second Edition
David Koranda, Kim Bartel Sheehan, and Harsha Gangadharbatla
144 pages, Paperback: $54.95 | eBook: $54.95
PB ISBN: 978-1-73393444-2  (2021)

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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 new Second Edition has been thoroughly revised and updated and includes the latest information on the AAF’s National Student Advertising Competition (NSAC). There is also a lot of new information on B2B advertising, virtual teams and pitches, and new and updated tasks added throughout the book.

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.

Praise for the book:

“I began using the Advertising Campaigns Workbook several years ago as I wanted to learn from the ‘best of the best’ in Ad Campaign teaching. It continues to allow me to structure class and ensure student engagements. Updates to the media section have really enhanced the value of the book. The Advertising Campaigns Workbook should be in the hands of every NSAC team student’s hands as the best way to systematically develop an advertising campaign.”           —Jenny Buschhorn, Texas State University

“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

“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 every time I teach the NSAC course.”         —Laura F. Bright, University of Texas 

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 Campaign Planning
Developing an Advertising-Based Marketing Plan
Sixth Edition
Debbie Yount and Jim Avery
352 pages, Paperback: $59.95
PB ISBN: 978-1-73604023-2 (2023)

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This book, long the most widely-adopted text for Strategic Advertising Campaigns classes, offers a fresh “how to” approach for developing fully integrated advertising campaigns. The simple step-by-step practical application gives readers 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. 

The Sixth Edition has been significantly changed for the ever-changing world of communication with several sections added, others updated, and some reorganized to reflect the “real world” flow of strategic marketing communication campaign development.

From the Authors’ Preface:

“With so many new ways to reach people and the shift from creating campaigns that talk ‘at’ consumers to  building relationships ‘with’ customers, marketers have designed many new ways to reach audiences. It’s incumbent upon us to share those changes with you while maintaining the core fundamentals of developing  an advertising-based marketing planning document.”

Praise for the book:

“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

Table of Contents:

Preface

Part I: Getting Started

Part II: The Planning Document

1: Situation Analysis

2: Primary Research

3: Problems and Opportunities

4: Marketing Objectives

5: Marketing Strategy

6: Advertising Creative

7: Advertising Media

8: Social Media Marketing

9: Marketing Touchpoints

10: Evaluation

11: Test Marketing

12: Budget

Part III: The Presentation

A Final Note 

Part IV: Glossary of Interactive Advertising Terms

Index  

Hitting the Sweet Spot—Again
How Consumer Insights Can Inspire Better Marketing and Advertising
Kim Bartel Sheehan and Charlie Robertson
198 pages, Paperback: $39.95 | eBook: $39.95
PB ISBN: 978-1-73393440 (2020)

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In 1992, the original Hitting the Sweet Spot was the first book dedicated to consumer insights and how such insights can inspire better marketing and advertising. In this comprehensive update, the authors add new case studies, techniques, and tools for those working in today’s global communication business. 

Like its predecessor, Hitting the Sweet Spot—Again shows students the importance of getting to know the customer—and provides them with the tools to do so. It is “priced right” for a book that should be assigned in any course on strategy, account planning, or consumer behavior.

Now authored by Kim Sheehan and Charlie Robertson, Sweet Spot features a Foreword by the original author, Lisa Fortini-Campbell, who discusses the book’s origins and bridge to the present.

Praise for the book:

“Like love and marriage and horses and carriages, where consumer insights and brand insights come together lies the “Sweet Spot.” Not only are the marketing insights powerful, the storytelling is vivid. Bring on those digital technology innovations—the dynamite principles identified here greatly increase the odds of hitting the spot where consumers are delighted and brand growth explodes.”   —Esther Thorson, Michigan State University

Hitting the Sweet Spot—new authors, updated approaches, global coverage, but same spot-on customer focus. Following the ‘Sweet Spot’ approach will assure your marketing communications creates the relationships and sales your brand needs in today’s rapidly changing marketplace.”     
                      —Don Schultz, Northwestern University and President, Agora Inc.

“In communications, insights are like gold. Everyone desires them. But few know where and how to find them. Hitting the Sweet Spot—Again is an insightful treasure map complete with clear directions, contemporary examples and practical exercises. Like gold, insights can transform your brand, your career and your trajectory. This book can aid in that transformation.”
    —Steve Wehrenberg, University of Minnesota and former CEO, Campbell Mithun

Table of Contents:

Foreword by Lisa Fortini-Campbell

Preface | About the Authors

THE 14 PRINCIPLES

PRINCIPLE 1: You Already Know More Than You Think

PRINCIPLE 2: Understand The Art of Persuasion: Breakthrough Advertising

PRINCIPLE 3: Understand The Art of Persuasion–Using What You Already Know

PRINCIPLE 4: Learn to Read Yourself

PRINCIPLE 5: Lay the Foundation with Data and Information

PRINCIPLE 6: Understand the Art of Persuasion-The Path to the Sweet Spot

PRINCIPLE 7: Be a Good Consumer Detective

PRINCIPLE 8: Learn to Watch Others

PRINCIPLE 9: Ask Questions for Insightful Answers

PRINCIPLE 10: Map Out Perceptions and Segment People

PRINCIPLE 11: Recognize Insights

PRINCIPLE 12: Foster and Inspire Collaboration

PRINCIPLE 13: Inspire the Team

PRINCIPLE 14: Always Be Curious

PERSPECTIVES ON TODAY’S SWEET SPOTS

PERSPECTIVE 1: The Role of the Account Planner

PERSPECTIVE 2: Excellence in Planning

PERSPECTIVE 3: The Creative Brief

PERSPECTIVE 4: Big Data

PERSPECTIVE 5: Account Planning in a Global Culture

PERSPECTIVE 6: The Future of Account Planning

Kim and Charlie’s Bookshelf 

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
456 pages, Paperback: $79.95 | eBook: $79.95
PB ISBN: 978-0-99730849-5 (2018)

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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 book:

“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

“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:

Preface | Introduction

1. The View from 20,000 Feet

2. The View from 200 Feet

3. Tools of the Craft

4. Wants, Needs, and Expectations

5. What a Ride!

6. Everyday Super-Human

7. The Business of New Business

8. The Account Manager’s Primer on Paid Media

9. Account Management and IMC

10. Managing Your Career

11. Shop Talk: The Lingo of Account Management

Index

The Advertising and PR Account Management Workshop
Learning the Skills, Tools, and Craft of Contemporary Accountant Management
Craig Davis and Don Dickinson
336 pages, Paperback: $59.95
PB ISBN: 978-099730843-3 (2017)

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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.

Praise for the book:

“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

“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 Algorithms of Strategy
An Account Planner’s Toolbox
Jim Avery
256 pages, Paperback: $49.95 | eBook: $49.95
PB ISBN: 978-0-9786638-5-8 (2016)

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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.

Praise for the book:

“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

Advertising Strategy
A 360 Degree Brand Approach
Larry D. Kelley and Kim Bartel Sheehan
248 pages, Paperback: $59.95 | eBook: $59.95
PB ISBN: 978-099730845-7 (2017)

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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. 

Praise for the book:

“Advertising Strategy has become an invaluable addition to my senior IMC seminar. I use it for the capstone client project to help teams bridge the gap between thinking and doing as they learn not just what to do but also why they do it. The figures and illustrations are also a great guide for students to summarize decisions and visualize them for their project books!”
—Padmini Patwardhan,Professor & IMC Program Coordinator, Winthrop University

Suits plus Creatives
A Guide to Communicating and Collaborating Across the Advertising Agency Divide
Joseph B. Radding
240 pages, Paperback: $49.95 | eBook: $49.95
PB ISBN: 978-0-99730846-4 (2017)

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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 the book: 

“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, Ph.D., University of Oregon

Table of 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 EFFECTIVE WORK AND SELL IT TO THE ACCOUNT TEAM The

9. NOW WHAT? NEXT STEPS

10. CONCLUSION

APPENDIX: JOE’S RULES

Glossary | Additional Reading