Edward Russell, Ph.D.
“Advertising Campaigns” courseware
Build agency-level advertising skills
Develop students' advertising capabilities with the “Advertising Campaigns” courseware! This turnkey, easy-to-implement text covers the complete advertising campaign process, including client briefing analysis, creative strategy development, media planning, and pitch preparation. With turnkey activities, real-world examples, and annual updates, your course stays current, and students learn relevant industry practices.
...Stukent’s innovative courseware provided me with an invaluable opportunity this past semester to apply classroom knowledge to real-world scenarios, which helped my understanding of marketing practices and significantly boosted my confidence in the process.
Angie P., student – Stetson University
Preview
Explore the table of contents
Prepare your students for success in today's competitive advertising industry. The "Advertising Campaigns" courseware delivers essential training in campaign strategy, creative execution, pitch presentation, and more, while teaching students how advertising professionals navigate client relationships and create impactful marketing communications.
Chapter 1: Developing a Marketing Communications Campaign
Chapter 2: Internal Communications and Management
Chapter 3: The Client Briefing
Chapter 4: Interpreting the Briefing
Chapter 5: Learning What You Don’t Know
Chapter 6: Strategy Development
Chapter 7: The Communications Brief
Chapter 8: Media Plan Development
Chapter 9: Creative Development
Chapter 10: Does the Work Work?
Chapter 11: Presentation Skills
Chapter 12: Winning the American Advertising Federation (AAF) National Student Advertising Competition (NSAC)
Chapter 13: Pitch Example Briefing to Winning Presentation
Chapter 14: After the Presentation
Chapter 15: Advice from Current Pros in the Business
See how easy it is to teach your next course with the “Advertising Campaigns” courseware.
About the Author
Edward Russell, Ph.D.
Dr. Edward Russell brings 25 years of global advertising experience from world-renowned agencies, including Ted Bates, Saatchi & Saatchi, and Leo Burnett. He served as European account director in Frankfurt, opened Eastern European offices after the Berlin Wall fell, and led Leo Burnett's Warsaw office to become one of their most awarded locations.
At Leo Burnett's Chicago headquarters, Edward managed Procter & Gamble's international business, overseeing 400+ brands across 98 countries with nearly $1 billion in billings. Since 2003, he has taught at Syracuse University's SI Newhouse School of Public Communications and authored multiple industry publications, including "The Fundamentals of Marketing," and co-authored "Advertising: Selling in Today's World."
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Always have the latest edition
The “Advertising Campaigns” courseware contains robust instructional resources for educators and students. Best of all, the Stukent team updates the courseware annually, which means your curriculum will always be on the cutting edge of industry.
