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Free
Online Advertising Framework

Use this modern online advertising framework to define the activities required to successfully create, plan and execute an online advertising plan.

Free
Online Advertising Plan Playbook

Follow this simple, step-by-step playbook to create an effective online advertising plan to increase leads and/or sales and support your marketing goals.

Use this to organize your advertising campaigns. Track media types, due dates and budget info for 2018.

A report to track editorial calendar opportunities and their associated deadlines for 2018.

Free
Online Advertising Benchmark Report

In June 2013, Demand Metric conducted a benchmarking study to assess the impact online display advertising and real-time bidding is having on the online advertising landscape.

 online ad campaign planning template

Use this to keep track of key information about the ads that you will be running.

Free
Finding ROI with Online Ad Campaigns

A guide to help you analyze the return on investment (ROI) for online advertising campaigns.

Free
Assess Advertising Concept Effectiveness

A guide to help you learn the key characteristics of a solid advertising concept.

Free
Analyzing Competitive Ad vs. PR Spending

A guide to help you track & analyze your ad & PR spending.

Free

This guide provides practical advice for executing and measuring trade promotion campaigns.

Advertising Plan

Use this as a framework for building your annual advertising plan and budget.

A matrix to evaluate potential trade promotion campaigns.

Use this to measure the return on investment for trade promotion campaigns.

You need to create a tool for selecting ad agencies regarding specific projects designed by your company.

Creative Strategy Survey Tool

This detailed tool helps you communicate your project needs and strategic direction to your creative department or creative agency partner(s).

Advertisement Evaluation Matrix

A matrix to evaluate the effectiveness of advertising concepts.

We created the Online Advertising ROI Calculator to help you determine the ROI for pay-per-click advertising campaigns.

Campaign Impression Calculator

Use this tool to determine your cost per impression across various communications channels.

Creative Brief Template

A template to communicate with your agency the strategic direction for creative development.

A form to obtain legal consent to the use images taken by a photographer or a third party.

Media Specialist Job Description

A template to quickly document the role and responsibilities for this position.

Smart Project: Agency Management

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Our Agency Management Smart Project will guide you through the steps to develop a set of solid and transparent agency relationships.  This project plan contains over 25 resources including training courses, playbooks, frameworks, how-to guides, tools, templates, and webinars.

Smart Project: Online Advertising

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Our Online Advertising Smart Project will guide you through the steps to create a online advertising program that moves the needle.  This project plan contains over 30 resources including training courses, playbooks, frameworks, how-to guides, tools, templates, and webinars.

Smart Program: Advertising

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Related Resources 

Use this Smart Program as a starting point, or customize it to align with your existing process, to create repeatable workflows for key advertising processes such as landing page optimization, PPC campaign optimization, and evaluating advertisement effectiveness.