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Advertising Account Planning - 06 edition

by Larry D. Kelley and Donald W. Jugenheimer

Advertising Account Planning (ISBN10: 0765617307; ISBN13: 9780765617309)
ISBN13: 978-0765617309
ISBN10: 0765617307

This edition has also been released as:
ISBN13: 978-0765617293
ISBN10: 0765617293

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 ...show more 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.
...show less

Edition/Copyright: 06
Cover: Paperback
Publisher: M.E. Sharpe, Inc.
Published: 03/28/2006
International: No

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