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Integrated Advertising Campaigns ADV 425

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Where does great advertising come from?

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A very strong idea of what you want to accomplish

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An advertising-based marketing plan

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Chinese proverb Walking ten thousand miles is better than reading ten thousand books

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Real World? IdealisticAveryIdealisticAvery RealisticRothenbergRealisticRothenberg StereotypicalBeaumontStereotypicalBeaumont You will live in all three!You will live in all three!

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Starting Points Target Audience KnowledgeTarget Audience Knowledge Working ProceduresWorking Procedures Writing StyleWriting Style Graphics-Computer SkillsGraphics-Computer Skills The Outline (Start with Avery)The Outline (Start with Avery)

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Bands of Brothers (and sisters)

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Less this

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More this

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Planning Points Groups can fire people (unanimously)Groups can fire people (unanimously) That person works on their own (or gets another group to hire themgood luck)That person works on their own (or gets another group to hire themgood luck)

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Accountability Once the Situation Analysis is done, make people accountable for specific tasksOnce the Situation Analysis is done, make people accountable for specific tasks When everyone is responsible, no one is responsibleWhen everyone is responsible, no one is responsible RASCI (or RSI)RASCI (or RSI)

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Situation?