Advertising Campaign Planning

If you're competing in the AAF/NSAC, or you're in a student "campaigns" course, this book is terrific.

If you're an entrepeneur, marketer or agency person frustrated by all the buzz mumble of other books, you will find this clear and to the point. However, you may often feel like you're in class somewhere - since the tone of the book is very focused on speaking to a student audience.

It's the #1 book for what it does - if you're frustrated by some of the other books out there, you might find this useful.


Great quick reference.   January 4, 2002
Greg Storey (Orange County, CA USA)
2 out of 3 found this review helpful

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.


GREAT IMC book!!!   March 17, 2008
Yvette D. Davis
This book helps anyone looking to follow the trends of the advertising industry. Integrated Marketing Communications is the new wave!!


Good References, Decent Outline...   April 19, 2001
W. Schmidt (Minneapolis, MN United States)
3 out of 3 found this review helpful

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.


Can be read in three hours. Worth one.   December 31, 2001
5 out of 6 found this review helpful

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.