1. ADV 4936 Account Planning by Modules/Weeks

2. Module One – 4 weeks Introduction to Creative Strategy and Branding
Week of
Topic
In-class Agenda
Assignment
w/o 8/27
INTRODUCTION MMC 4936 FALL 2014
How the course is organized
Student and professor expectations
Individual and Team Project description
Overview: The structure of an Ad Agency: Creative Department
Watch Art and Copy Documentary
Read pages 3-53 Textbook “Readings in Account Planning”
w/o 9/3
ACCOUNT PLANNING OVERVIEW
What is Account Planning Introduction to the Account - Planner and the Creative process
Communicating with Creatives
Lecture plus In-class discussion of assigned reading Textbook pages 3-53
Read pages Textbook “Readings in Account Planning”
w/o 9/10
UNDERSTANDING THE BUSINESS, UNDERSTANDING THE ISSUE
The New World of Marketing Communication in Advertising: The Agency World
Advertising Regulations, Ethics and Legal Aspects
Behavior Theoretical Models and Communication Models
Communications Models: How do we communicate, Right/Left side brain functions, Festinger/Maslow
AP Exercise #1 Discussion
Lecture plus In-class discussion of assigned reading Textbook pages 57-99
AP Exercise #1 due by 9/17
Read pages Textbook “Readings in Account Planning”
w/o 9/17
UNDERSTANDING THE BRAND: THE SOUL OF A BRAND
What is a brand
Brand's Features, Benefits, Wants and Needs, Branding, Positioning, Resonance
Strategic Thinking, Identifying and understand critical branding elements
Lecture plus In-class discussion of assigned reading Textbook
AP Exercise #1 Individual Presentation
Catch-up with your reading and prepare for Mid-term Exam w/o 10/6

3. Module Two – 4 week The Big Idea and the Creative Brief
Week of
Topic
In-class Agenda
Assignment
w/o 9/24
THE CREATIVE BRIEF AND BRIEFING
What is a creative brief?
Understanding the issue
Reading the research and consumer insights
Lecture plus In-Class Discussion and course catch up
Catch-up with your reading and prepare for Mid-term Exam w/o 10/6
w/o 10/1
UNDERSTANDING AN IDEA, CREATIVITY
The Creative Brainstorming Process
The Big Idea
Concepting Approaches
The SWOT Analysis
What is a Campaign?: Components, Continuity, Telling the Story, Headlines and Taglines
Lecture plus In-Class Discussion and course catch up
Study for Midterm Exam to cover all in-class material and Textbook pages 3-53, 57-99,
w/o 10/8
MID-TERM EXAM THIS WEEK
Mid-Term Exam
Read pages Textbook “Readings in Account Planning”
w/o 10/15
UNDERSTANDING THE CONSUMER
Consumer Insights and Trends: The changing Marketplace
Multiculturalism, Lifestyle, Religion and other audience “definers”
The International Marketplace
Qualitative and Quantitative Research Methods and how to interpret data to extract correct insight interpretation.
Lecture plus In-class discussion of assigned reading Textbook pages
AP Exercise #2 Discussion
AP Exercise #2 due by 10/29

4. Module Three – 4 weeks Research Methods and Media
Week of
Topic
In-class Agenda
Assignment
w/o 10/22
QUALITATIVE RESEARCH: THE FOCUS GROUP DESIGN SESSION
Introduction to Qualitative Research: Extracting the Consumer Insights
Focus Groups design
In-class Mock Focus Group
Focus Group Moderator Training
In-Class Focus Group
Assign Brand Revive Teams and meet with Team to select brand
Prepare qualitative research documents for Brand Revive Team project due next class
w/o 10/29
QUANTITATIVE RESEARCH
Introduction to Quantitative Research: Extracting the Consumer Insights from numbers
Discuss Quantitative Research for BrandRevive
AP Exercise #2 Individual Presentation
w/o 11/5
THE MEDIA LANDSCAPE: TRADITIONAL
COURSE CATCH UP
AP Exercise #3 Discussion
Read pages Textbook “Readings in Account Planning”
AP Exercise #3 due by 11/12
w/o 11/12
THE MEDIA LANDSCAPE: DIGITAL
AP Exercise #3 Individual Presentation
Lecture plus In-class discussion of assigned reading Textbook pages
Read pages Textbook “Readings in Account Planning”

5. Module Four – 4 weeks Pitching for New Business, Being a Visionary and Final Presentations
Week of
Topic
In-class Agenda
Assignment
w/o 11/19
EXPLORING NEW BUSINESS: BRIEFING and PRESENTING
Pitching new ideas and new business presentations
Preparing an advertising pitch for the client
Continuity, teamwork and creativity
How to make presentations with an impact to gain and keep clients
Lecture plus In-class discussion of assigned reading Textbook pages
Catch-up with your reading and prepare for Final Exam w/o 12/8
w/o 11/26
THE COOL HUNT
Being a visionary
Understanding what’s cool
Lecture plus in-class discussion
Study for Final Exam to cover all in-class material and Textbook , ,
w/o 12/3
FINAL TEAM PRESENTATIONS
Final Team Presentations
Final Team Presentation
w/o 12/8
FINAL EXAM WEEK
Final Exam Week

6. Account Planning Exercises At-a-glance
Revised 9/17
Account Planning Exercises At-a-glance
Assignment Due Date
Topic
Exercise #1 – w/o 9/17
The R.I.P. Rap Aka The Brand Eulogy
Exercise #2 – w/o 10/29
We’ve Got You Covered Magazine Cover
Exercise #3 – w/o 11/5
People Who Aren’t Like Me (and what I learned from them)

7. BrandRevive Team Project Timetable
Revised 9/17
BrandRevive Team Project Timetable
Date
Task
w/o 10/20
Team Selection
Secondary Research for brand selection
Team approval of brand
10/27
Primary Research Document Preparation
Approve documents by team
w/o 11/3 and 11/10
In-Field Research: Conduct Primary Research with Target
11/10
Collect and Tabulate Results
Extract Insights to develop creative strategy
Write creative brief
w/o 11/17 and 11/24
Develop campaign components based on creative strategy and brief
w/o 12/1
Final Brand Revive Presentation