Program(s): Advertising-Account Management
Program Coordinator(s): Peggy Barnwell
Course Leader or Contact: Peggy Barnwell
Version: 5.0
Status: Approved - Under Rev (AREV)

Section I Notes: N/A

Detailed Description
Students continue to apply the principles learned in first semester courses in the program by refining their ability to analyze the strategic approaches to advertising challenges. Combined with the integrated learning from the Advertising Media Management, Creative Strategy and Development and Integrated Marketing Communications Planning courses, students complete the entire advertising planning process from start to finish and continue with the experience of presenting campaigns to a potential client. They continue to develop their strategic planning, evaluation, managerial, critical and creative thinking, research and analytical skills through the development of a comprehensive integrated marketing communications plan and presentation of their final pitch to the client.

Program Context

 Critical Performance
By the end of the course, students will have demonstrated the ability 
to effectively manage a client's marketing communication needs 
through development of a comprehensive promotional communications 
plan and pitch

Learning Outcomes:  By the end of this course, students will have 
demonstrated the ability to:

1.  Explore new research ideas to achieve research objectives that 
    lead to consumer insights. 
2.  Write an effective creative brief that incorporates consumer 
    insights.
3.  Clearly identify the main advertising issues associated with a 
    given brand.
4.  Select a range of strategies and proposed executions that address 
    a given issue.
5.  Apply appropriate project management techniques to ensure client 
    expectations, timelines and budgets are being met.
6.  Assemble in teams, a presentation clearly outlining the      
    client's main advertising problem justifying how strategic 
    recommendations solve these problems.
7.  Develop, in teams, a complete advertising campaign according to 
    managerial direction and deadlines.
8.  Apply performance management strategies to build client 
    relationships and loyalty.
9.  Develop strategies to add value to the client/agency relationship.
10. Refine creative, critical and analytical thinking skills.

1.  Agency Project Team Assignments 3 @ 5%         15%
2.  Market Analysis:  Consumer Research Report     20%
2.  Creative Brief                                 10% 
3.  Positioning / Core Brand Value                 10%
4.  Test                                           15%
5.  Professional Edge                              10%
6.  Pitch Presentations                            20%

Students must average at least 50% on the non-group components of 
the evaluation plan in order to receive credit for this course.

Tuckwell,Keith J. Canadian Advertising in Action, 10th Edition.  
Toronto: Pearson Canada Inc., 2015

Relevant Industry articles and readings

WEEK 1

Advertising Planning Review
Introduction to IMC  
-	Above the Line, Below the Line and Through the Line
-	Effective IMC Campaigns 
______________________________________________________________________

WEEK 2

Leveraging Consumer Insights into Successful Advertising Campaigns
Research Methodology:
-	Focus Group / Interview
Consumer Behaviour Considerations 
Agency Team Research Workback Schedule via email: 5%
______________________________________________________________________

WEEK 3

Creativity / Creative Thinking
Demystifying Creative in Advertising Concept Development 
______________________________________________________________________

WEEK 4

Inspiring Creative Thinking
Idea Generation and Strategic Direction 
______________________________________________________________________

WEEK 5

Agency Partner/Project Team Meeting
Target Research Team Presentation:  Relevant Consumer Insights and 
Observations for Concept Development 

Individual Contact Report Due 24 Hrs:  5%
___________________________________________________________________

WEEK 6

Writing the Creative Brief 
Market Analysis: Consumer Research Report Due:  20%
______________________________________________________________________

WEEK 7

Agency Partner/Project Team Meeting
Defending The Brief
-	Communication Problem / Objective / Target Audience
Determining Campaign Direction 
Creative Brief Due: 10%
______________________________________________________________________

WEEK 8

Branding and Positioning:  
-	Determining the Core Brand Value (CBV)
-	Positioning Strategy Statements
____________________________________________________________________

WEEK 9

Agency Partner/Project Team Meeting
-	Product Positioning Strategy
-	Core Brand Value 
Positioning/Core Brand Value: 10%
______________________________________________________________________

WEEK 10

Agency Partner/Project Team Meeting:  
-	Budget Allocation
-	Seasonality / Campaign Timelines
-	Media Executional Considerations
-	IMC Strategy Considerations
-	Presentation Expectations
-	Leave Behind and PP 
Group Status Report Due:  5%

_____________________________________________________________________

WEEK 11
Client Management
-	Developing Strategic Relationships
-	Presenting Negatives to Client
-	Handling Client Inquiries
______________________________________________________________________

WEEK 12

Test:  15%
______________________________________________________________________

WEEK 13

Final Presentations 
______________________________________________________________________

WEEK 14

Final Presentations:  20%
Professional Edge:  10%