Advertising Account Planning / Edition 2

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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.

From the Authors' Preface

"The book is intended as a practical guide. It is not filled with theories, models or equations. Instead, the book deals with the practical side of account planning and campaign planning. This edition of Advertising Account Planning offers specific examples drawn from both current award-winning professional account planning campaigns as well as award-winning student NSAC campaigns. The examples offer both students and practitioners practical examples of how account planning is incorporated into integrated marketing campaign practice and development."

Changes in the Second Edition-New Discussions of:

The role of advertising in the overall marketing process (segmentation, positioning, and brand personality)

How to identify the "big idea" and tie it into campaign execution

How account planning impacts the overall IMC campaign, including media, PR, and digital marketing

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Product Details

  • ISBN-13: 9780765625649
  • Publisher: Taylor & Francis
  • Publication date: 12/15/2010
  • Edition description: Older Edition
  • Edition number: 2
  • Pages: 224
  • Sales rank: 393,798
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.60 (d)

Meet the Author

Larry Kelley is a Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA. He teaches advertising media planning, advertising account planning, and prinicples of advertising, among other classes. He has authored or co-authored 7 books.

Donald W. Jugenheimer is an author, researcher, consultant and educator. His specialties are communication, advertising and media management, media economics and advertising media. He has authord or co-authored 20 books.

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Table of Contents

Preface and Acknowledgments vii

1 Account Planning History and Practice 3

2 The Role That Account Planning Plays in a Campaign 12

3 Brand Destination Planning 22

4 Situation Analysis 32

5 Benchmarking Consumer Perceptions 46

6 Understanding the Consumer Mind-Set 55

7 Developing Insights 66

8 The Role of Advertising 75

9 Segmenting the Target Market 84

10 Brand Positioning 99

11 Brand Personality 111

12 Brand Essence 121

13 What Is a Big Idea? 137

14 Briefing the Team to Get a Great Campaign 147

15 Account Planning and IMC 160

16 Measuring the Success of a Campaign 171

17 Business-to-Business Case Study: Recon Software 189

18 Packaged-Goods Case Study: Chiffon Margarine 194

19 Retail Case Study: Kmart and Sears 199

Index 203

About the Authors 213

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