Get templates for the key documents that are essential
to your Advertising program

Distinguish between brand and corporate ID
to optimize your program results

The Ad & Media Acumen Toolkit also includes templates for key documents you will use to develop advertising and buy media, as well as Executive Q&A Interviews sharing expert insights into two activities that are the foundation of a solid advertising program.

Document Templates

The toolkit includes five document templates to assist you in managing your MarCom program. • The MarCom Plan template guides you through the development of an integrated Marketing Communications Plan.  It outlines what areas are critical in developing your plan and will help you put parameters around your program. • The creative brief/platform template is a document typically developed by an agency; this is the piece that drives the ad development process. Learning how to develop this document will help you ensure that all of your future ads are developed on target from day one.

Get your copy today • 72-page Guidebook (PDF) • 5 Key Document Templates (Microsoft® Word) • Sample Advertising and Media Budgets & Templates (Microsoft® Excel) • 3 Critical Project Plans (Microsoft® Project) • 2 Executive Interviews (PDF)   Download now - $129

•	The media input form (like the creative brief) identifies the criteria agency (or in-house) media personnel should use to determine what media placements to recommend.  Again, learning how to develop this document will prove invaluable in selecting and buying media down the road.
•	Insertion Order Forms (I.O.s) are used when purchasing media.  They commit an advertiser to a placement based on a previously agreed upon contract. Buying media on your own can save your MarCom program significant funds that you can then use for additional marketing activities.
•	The Call Report template is a tool used by agencies to ensure that all parties are communicating with each other and that all participants know what their action items are.  If you’ve ever left a meeting unsure of what the next steps were or who had action items, you need the call report template.

Executive Q&A Interviews

Finally, the toolkit contains two executive interviews to provide readers with additional insight into the areas of Branding and Corporate ID development.

The branding interview features Brian McMahon, former Creative Director, Ogilvy & Mather Worldwide. Brian is a recognized branding guru responsible for the development of over 100 brands for leading organizations. You’ll learn what deliverables to expect from a brand development project, how much it should cost, and how to tell if an agency understands branding – before you start spending money.

Betsy Todd, agency principal at Look Design, has significant experience in corporate identity packages, collateral design, and ad development. You’ll learn the difference between a logo and a corporate identity program, as well as tips on what to expect during the design process. (Both interviews are in Adobe PDF formats).

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