1. Week of 1/6
Campaign Overview
IMC Campaigns- review
What they aren’t:
•“matching luggage sets”
•the exact same copy in different places
•boring
What they are:
•the same message in different ways in
different places
•a consistent voice
•just because the press ad and website have
the same look and copy, it won't necessarily
connect with consumers

2. Week 1
Campaign Overview
Creating CampaignsSteps in a campaign:
•Research- Analyzing:
•Situation
•Organization
•Publics/Targets
•Other research
•Establish Goals and Objectives
•Formulate Strategies
•Determine Tactics
•Implement Plan
•Evaluation

3. Week 1
Campaign Overview
Creating Campaigns-
Steps in a campaign answer the
standard questions:
•Who?
•Organization
•Publics/Targets
•When? & Where?
•Target Market research
•Organization needs
•Strategy
•Why?
•Goals
•Objectives
•What? & How?
•Strategies
•Tactics

4. Week 1
Tuesday
Key industry terms
•Project- a single and short lived assignment/activity designed to meet an objective
•Quick Campaigns are project rooted- accomplish a specific objective, single purpose
•Program- ongoing activities with several objectives aligned under a goal and focus on
a particular public
•Beer Cart Fridays for Employees
•Food Truck Wednesdays
•Annual Stockholders retreat
•Fam Trips
•Campaign- set of activities with a specific and finite purpose. Has a set length of time
and deals with the objectives and goals related to a particular problem/need.

5. Week 1
Tuesday
Lab Assignment/Homework:
LA/HW#1: Job Market Review:
Find 3 job listings for entry level positions that interest you, summarize the key
skills and competencies they are looking for within all the positions. The things
that are common across the board. How do you fit? Would you hire you based
on your skills and experience and what can you do before graduation to make
yourself more marketable for these positions? What’s stopping you?
Due: Tuesday
Read Phase 1, Steps 1 & 2

6. Week 1
Campaign Overview
Thought of the Day:
“ It is better to have useless knowledge than to know nothing. ”
— Seneca

7. Week 1
Campaign Overview
Thought of the Day:
“ It is better to have useless knowledge than to know nothing. ”
— Seneca