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Advertising Account Planning

Advertising Account Planning - 06 edition

ISBN13: 978-0765617309

Cover of Advertising Account Planning 06 (ISBN 978-0765617309)
ISBN13: 978-0765617309
ISBN10: 0765617307
Cover type:
Edition/Copyright: 06
Publisher: M.E. Sharpe, Inc.
Published: 2006
International: No

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Advertising Account Planning - 06 edition

ISBN13: 978-0765617309

Larry D. Kelley and Donald W. Jugenheimer

ISBN13: 978-0765617309
ISBN10: 0765617307
Cover type:
Edition/Copyright: 06
Publisher: M.E. Sharpe, Inc.

Published: 2006
International: No
Summary

Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. Drawing on their extensive experience in the field, the authors follow the logical progression of the account-planning task from start to finish, including understanding the customer, defining the target market, defining the benefit, brand positioning, the creative brief, and measuring success.

The book's easy-to-read style and logical format make it ideal for course adoption, and students as well as professionals will benefit from the variety of real-world examples.

Among Advertising Account Planning's many special features:

  • real-world data and examples integrated throughout the text
  • end-of-chapter learning tools include review questions, discussion questions, exercises, and sources of additonal information
  • three additional chapter-length cases at the end of the book: one on retail advertising, one on packaged-goods advertising, and one on business to business (B2B) advertising.

Table of Contents

Preface and Acknowledgments
1. What Is Account Planning?
2. Situation Analysis
3. Understanding the Customer
4. Defining the Target Market
5. Defining the Benefit
6. Brand Personality
7. Brand Positioning
8. The Creative Brief
9. Media and Account Planning
10. Measuring Success
11. Business-to-Business Case Study: Recon Software
12. Packaged-Goods Case Study: Chiffon Margarine
13. Retail Case Study: Kmart and Sears
Index
About the Authors

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Cover of Advertising Account Planning 2nd edition

Advertising Account Planning - 2nd edition

ISBN13: 978-0765625649
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