Advertising Campaign Planning (Paperback)

by Jim Avery (Author), BRUCE H BENDINGER (Author)

Editorial Reviews

Product Description
This book is intended for anyone who wants to know how to write a marketing plan. --This text refers to an out of print or unavailable edition of this title.

Product Details

• Paperback: 264 pages
• Publisher: Copy Workshop; 3 edition (January 1, 2000)
• Language: English
• ISBN-10: 188722906X
• ISBN-13: 978-1887229067
• Product Dimensions: 9.2 x 6.5 x 0.7 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 3.8 out of 5 stars See all reviews (5 customer reviews)
• Amazon.com Sales Rank: #469,277 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

5 of 6 people found the following review helpful:

1.0 out of 5 stars Can be read in three hours. Worth one., December 31, 2001

By A Customer

This review is from: Advertising Campaign Planning: Developing an Advertising-based Marketing Plan (Paperback)

I have worked in the advertising agency business for 25 years, and have searched high and low for a good book on how IMC is done. This book falls in the category of "one man's experience" and is not the end of my search. It's only minimally reflective of any reality I have experienced and is very basic. Plus, I'm not going to recommend a book that opens with the author's view of the vital importance of correct spelling, and then is filled with errors. He lost all credibility right there.

2 of 2 people found the following review helpful:

3.0 out of 5 stars Good References, Decent Outline..., April 19, 2001

By	W. Schmidt "Shane Schmidt" (Minneapolis, MN United States) - See all my reviews (REAL NAME)

The book is written to a college classroom audience and this can become distracting. Ironically, I ordered this book only because I thought it was a textbook I had used once. It isn't the book I used. But even expecting a "textbook" didn't lessen my occassional frustration with the tone.

Overall I think it is a very good resource full of useful information, but don't expect a lot of detail. You'll cover a lot of ground and sometimes feel the urge to raise your hand and ask a question. A sample of a completed advertising plan as a reference might be a helpful addition. For people not benefiting from the classroom or hands-on advertising experience, some of the text might be a bit vague. Your told a lot of "what" more than your told "how" or "why." So if you're looking for a guide to what goes into making an advertising campaign and don't need to know a lot about the hows and whys, then this book might be useful. (I'm not sure who these people might be, however...) Otherwise, be prepared to dig around a little while using this book. And that, by the way, isn't necessarily a bad thing.

2 of 3 people found the following review helpful:

5.0 out of 5 stars Great quick reference., January 3, 2002

By	Greg Storey "[e-mail]" (Orange County, CA USA) - See all my reviews

Avery's book is great to have on the desk if you have to do any kind of advertising planning. It has been a great resource for writing RFP's and strategy for Internet projects. I would especially recommend this book to any advertising student who wants to graduate above the rest.

More examples should be included but as with all reference material, you can't have just one. This book was not meant to be the Bible of the industry but it is very useful and when combined with other references, you will have the capstone to your collection.