Advertising Account Planning: Planning and Managing an IMC Campaign

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Routledge, Feb 11, 2015 - Business & Economics - 262 pages
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Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.
 

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Contents

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
33
5 Benchmarking Consumer Perceptions
48
6 Understanding the Consumer Mindset
58
7 Developing Insights
72
8 The Role of Advertising
82
13 What Is a Big Idea?
152
14 Briefing the Team to Get a Great Campaign
166
15 Account Planning and IMC
184
16 Measuring the Success of a Campaign
196
17 The Future of Account Planning
218
Recon Software
225
Chiffon Margarine
230
Kmart and Sears
235

9 Segmenting the Target Market
93
10 Brand Positioning
111
11 Brand Personality
124
12 Brand Essence
135
Index
239
About the Authors
251
Copyright

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About the author (2015)

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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