Essays on Advertising Planning Portfolio Coursework

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The paper "Advertising Planning Portfolio" is a perfect example of marketing coursework.   Planning is a fundamental aspect of all endeavors. This is because; it facilitates a smooth flow of events from the beginning to the end. In addition, planning negates omission of any kind and ensures that activities follow the required chronological order. Marketing as well as advertising call for proper planning to avoid any inconveniences that might ensue during the execution process (Yeshin 2006). Advertising planning in itself involves a number of steps that require proper flow to improve the desired results.

Additionally, advertising over the years has evolved tremendously. For instance, there is digital marketing which entails marketing on computer-based platforms and via the internet. The advertising planning portfolio is an itinerary that seeks to demonstrate artistic creativity and an intimate understanding of the branding approach behind any campaign. Traditionally, the core part of the advertising planning portfolio was print pieces. However, it is noteworthy that advertising over the years has changed a lot. This is because; there is a vigorous rate at which combined agencies are emerging in conjunction with the creative media developments.

The traditional looking portfolio is appealing but to demonstrate creativity and adequate branding skills, the modern advertising portfolio is paramount. In the advertising portfolio, it is beneficial to select likeable brands, which are appealing. This implies that the selected brands should avail an opportunity to create admirable pieces for the portfolio. In addition, the brand selected should display immense creativity and simultaneously depict understanding of brand positioning. It is through such captivating portfolios that can lure or attract an audience. It is essential to create a portfolio depicting different difficulty levels.

This implies that the advertising portfolio should not only revolve on the safe areas. To reach a larger audience, the portfolio should depict safe zones as well as the risky zones. This will enhance the incorporation of a broader set of perspectives illuminating from a wide range of audience. The advertising portfolio should be humorous, original and should illustrate a wide range of ideas. It is also necessary to ensure that the favorite ideas depict a chronological flow from the beginning to the end. Finally, it is crucial to ensure that the advertising portfolio incorporates the ideas of others and is enjoyable to the audience.

There are a number of steps used to come up with an advertising planning portfolio (Drewniany & Jewler 2011). They include; attend advertiser based classes to indulge one’ s self in the required content. Secondly, gather advertising plan samples to help decide the plan that suits your needs. The samples are part of extensive research that facilitates information assimilation as well as harnesses a better understanding of the topic.

Finally, decide between a digital and hands-on portfolio. This greatly depends on the work requirements. For instance, an online designer will more often than not need a digital portfolio. On the other hand, a brand or logo designer will require a bound portfolio. In both conditions, one needs to choose the best suitable portfolio in terms of convenience and ease.

Reference

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Batra, R, Myers, J, & Aaker, D, 2009, Advertising management, Pearson, New Delhi.

Drewniany, B, & Jewler, A, 2011, Creative strategy in advertising, Wadsworth, Boston.

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Kern, M, Hoeltzel, R, & Rotgers, F, 2002, Responsible drinking: a moderation management approach for problem drinkers, New Harbinger, Oakland, Calif.

Lamb, C, Hair, J, & MCDaniel, C, 2008, Essentials of marketing, South-Western, Mason, Ohio.

O'Guinn, T, 2007, Cram101 textbook outlines to accompany Advertising and integrated brand promotion , Academic Internet Publishers.

O'Guinn, T, Allen, C, & Semenik, R, 2012, Advertising and integrated brand promotion, Cengage Learning South-Western, Mason.

Shimp, T, 2010, Advertising, promotion, and other aspects of integrated marketing communications, South-Western Cengage Learning, Mason, Ohio.

Yeshin, T, 2006, Advertising, Thomson Learning, London.

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