Degree Type
Honors Capstone Project
Date of Submission
Spring 5-1-2010
Capstone Advisor
Professor Edward Russell
Honors Reader
Professor James Tsao
Capstone Major
Advertising
Capstone College
Public Communications
Audio/Visual Component
no
Capstone Prize Winner
no
Won Capstone Funding
no
Honors Categories
Professional
Subject Categories
Advertising and Promotion Management
Abstract
The purpose of account planning is to develop a strategy that guides the creative executions in an advertising campaign. The development of a strategy includes; in-depth secondary research, primary qualitative and quantitative research, discovery of key findings, and the formation of the creative brief. This thesis explores both the creativity and academic rigor necessary to this account planning process.
The thesis is in the form of a creative portfolio. Each campaign included in the book (State Farm Insurance, Burton snowboards, and Libby’s pumpkin) have been reduced to the most visually and verbally concise form. Every campaign tells a cohesive narrative starting with research and continuing all the way through creative executions. The portfolio also explores my individual creative thought process as it applies to strategy development and advertising.
Recommended Citation
Hicks, Emily, "Planning Portfolio: The Process of Strategic Thinking in Advertising" (2010). Renée Crown University Honors Thesis Projects - All. 366.
https://surface.syr.edu/honors_capstone/366
Creative Commons License
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