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

Other editions - View all

Advertising Account Planning: Planning and Managing an IMC Campaign
Larry Kelley
Limited preview - 2015
Advertising Account Planning: Planning and Managing an Imc Campaign
Larry D. Kelley,Donald W. Jugenheimer
No preview available - 2014
Advertising Account Planning: A Practical Guide
Larry D. Kelley,Donald W. Jugenheimer
No preview available - 2006
View all »

Common terms and phrases

account planner account planning advertising agency analysis answer areas aspect associated attributes award-winning Awards awareness become behavior benefit better big idea brand brand positioning brief build campaign client clothes Coke communication compelling competition conducted consider consumer create creative customers define determine developing discussion drink Effectiveness emotional example execution experience feel Figure focus groups functional funnel gain goal impact important increase industry insight lead look means measure method objective offers percent personality play positioning problem purchase qualitative question respondents result retail role segment shows simple situation soft drink solve specific statement story strategy strengths student success target market things Tide trends understand unique users weaknesses

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.

Bibliographic information

QR code for Advertising Account Planning
TitleAdvertising Account Planning: Planning and Managing an IMC Campaign
AuthorLarry Kelley
Edition3, illustrated, revised
PublisherRoutledge, 2015
ISBN1317507436, 9781317507437
Length262 pages
Subjects › 

Business & Economics / Advertising & Promotion
Business & Economics / General
  
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