Advertising Account Planning: A Practical Guide / Edition 1

Advertising Account Planning: A Practical Guide / Edition 1

by Taylor and Francis, Donald W. Jugenheimer
     
 

ISBN-10: 0765617307

ISBN-13: 9780765617309

Pub. Date: 03/28/2006

Publisher: Taylor & Francis

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,

…  See more details below

Overview

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.

Product Details

ISBN-13:
9780765617309
Publisher:
Taylor & Francis
Publication date:
03/28/2006
Edition description:
Older Edition
Pages:
200
Product dimensions:
5.90(w) x 8.90(h) x 0.60(d)

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.

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >