Course Information

In text | In Video

Please take these descriptions of the class with a grain of salt. After all, the class is only what you make of it. Do not let the position descriptions seem overwhelming. A huge part of Ad Class is the hands-on opportunity to work in a [faux]ad agency. The best way to understand the structure of the class is to either to take it or work for a ad agency, but let what's below shed some light on how we operate.

Position Descriptions

CEO

The CEO is the brainchild of the entire operation. He or she guides the process and assigns responsibilities to members of the team.

This position is designed for students whom have exceptional leadership skills. This person also needs to be self-directed and willing to dedicate the necessary time to create a great campaign.

Project Manager

The project manager is the calendar maker of the class. He or she needs to be extremely organized and willing to help out with all aspects of the class. This position’s major responsibility is to set deadlines make sure that they are met.

He or she works with the CEO constantly to make sure the process is running smoothly. When the CEO is out of the room, the project manager runs the show.

Account Executives

The account executives (AE’s) get to know the client, their competition, and the industry in which the client operates. The account executives are charged with the task of advocating for the client’s needs and communicating these needs to the class. AE's are responsible for researching how the client will react to strategies proposed by the account planners.

Account Planners

Account Planners are a group of students typically comprised of a wide range of majors. In the past some of these have included psychology, anthropology, business and philosophy majors. The account planners do qualitative research of the target market.

They identify problems within the target market and help to develop consumer insights. Planners write a creative brief that describes the brand strategy and the target market.

Media Planners

Media planners take the strategy that the account planners create and find a way to place the message in front of the consumer.

They determine what types of media should be used and the best ways to get consumers to interact with that media. Media planners allocate the client's budget and create a media schedule for the campaign.

New Business

New Business group members are in charge of advertising the advertiser. This position is responsible for persuasively communicating the campaign’s strategy. Their main objective is to create a plans book (a magazine type-thing that summarizes the campaign). Generally these team members either know design software or more importantly are willing to learn how to use it.

Creatives

Art directors are not necessarily “artists” but they certainly have a creative gene.  They create the vision for the advertisements and help determine how the ads speak to the client. Art directors create the executions (images, video, etc.) that turn into the campaign’s ads.

Copywriters have an appreciation for words. They work closely with the art directors to write the copy (text) for the advertisements. Copywriters and art directors execute the strategy determined by the Account Planners.

 


So a couple of years ago I made this fancy video to illustrate the class and tell people about all of the positions. Well, last year I added a position. Instead of taking apart the first video, I just made an addendum. It's below this YouTube thing... (but still check out this YouTube thing).

I recommend viewing this thing full screen (some writing gets small).
Correction: The video says the competition is 4/23 which is inaccurate- it is 4/15. I will fix the video as soon as the computer upon which I have the video files is no longer... shall we say... "busted."

BUT WAIT! There's more (this will open in PowerPoint and should automatically run).

PowerPoint on Project Manager

And here's a more elaborate and less animated explanation of the new position...

Contact info

Program Director:
Professor Amanda Bower
bowera@wlu.edu
Holekamp Hall 108