| Date | Topics and Cases | Readings and Assignments |
|
Mon. Sept. 8 |
Introduction
Video: Previous campaign presentations |
none |
|
Weds. Sept. 10 |
Video: Good-Bye Guesswork
Video: Behind the Scenes Discuss research needs for Visit Florida |
Read Visit Florida case
Read Rules and Procedures |
|
Mon. Sept 15 |
Situation Analysis
Make assignments for secondary research |
Read Chapter One (ACP) |
|
Weds. Sept 17 |
Discuss secondary research progress | Do secondary research |
|
Mon. Sept 22 |
Video: Profile of an Ad Campaign - Suits
Video: Another winning campaign presentation |
Do secondary research |
|
Weds. Sept 24 |
Discuss secondary research findings | Secondary research written reports due |
|
Mon. Sept 29 |
Primary Research
Make assignments for primary research |
Read Chapter Two (ACP)
Draft focus group/interview questions |
|
Weds. Oct. 1 |
EXAM ON CASE, RULES, FIRST TWO CHAPTERS | Study for exam |
| Mon. Oct. 6 | NO CLASSES | |
|
Weds. Oct. 8 |
Plan focus groups, survey, etc. |
Draft primary research plans |
|
Mon. Oct. 13 |
Group meetings
Modify survey plans |
Do primary research
Hold focus groups/do surveys |
|
Weds. Oct. 15 |
Discuss research progress
Modify survey plans |
Do primary research |
|
Mon. Oct. 20 |
Discuss research progress
Modify survey plans |
Do primary research |
|
Weds. Oct. 22 |
Report on research findings
Discuss implications |
Primary research reports due |
|
Mon. Oct. 27 |
Assign situation analysis and research/consumer plans book sections | Think about plans book contents
Review winning plans books |
|
Weds. Oct. 29 |
Video: Winning presentations | Work on plans book sections |
|
Mon. Nov. 3 |
Review plans book sections and discuss implications | Work on plans book sections |
|
Weds. Nov. 5 |
Analyze research findings and brainstorm creative themes
Video: Winning presentations |
First plans book sections due |
|
Mon. Nov. 10 |
Discuss problems and opportunities | Read chapter three
Draft problems and opportunities |
| Weds. Nov 12 | Discuss marketing objectives | Read chapter four
Draft marketing objectives |
| Mon. Nov. 17 | Brainstorm creative themes | Read chapter seven
Creative ideas |
|
Weds. Nov. 19 |
Brainstorm
Plan tests of creative themes |
Creative ideas |
|
Mon. Nov. 24 |
Discuss creative tests
Continue to brainstorm |
Test creative themes |
|
Weds. Nov. 26 |
NO CLASSES | |
|
Mon. Dec. 1 |
Decide on creative theme | Test creative themes |
|
Weds. Dec. 3 |
Assign plans book sections for problems and opportunities,
objectives, creative strategy |
|
|
Mon. Dec. 8 |
Discuss plans book
Begin to brainstorm creative executions |
Draft plans book sections |
|
Weds. Dec. 10 |
Brainstorm creative executions | Ideas for creative executions
Plans book sections due |
|
Mon. Dec. 15 10:50-12:50 |
EXAM ON CLASS DECISIONS TO DATE and CHAPS. 3, 4, 7 | Study for exam |
*ACP refers to Advertising Campaign Planning
HAVE A GREAT HOLIDAY BREAK!!!
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