Advertising Account Planning: Planning and Managing an IMC CampaignConcise 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. |
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 |
Other editions - View all
Advertising Account Planning: Planning and Managing an Imc Campaign Larry D. Kelley,Donald W. Jugenheimer No preview available - 2015 |
Advertising Account Planning: A Practical Guide Larry D. Kelley,Donald W. Jugenheimer No preview available - 2006 |
Common terms and phrases
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