Advertising Account Planning Planning and Managing an IMC Campaign

ISBN-10: 0765625644

ISBN-13: 9780765625649

Edition: 2nd 2011 (Revised)

List price: $59.95 Buy it from $3.00
eBook available
This item qualifies for FREE shipping

*A minimum purchase of $35 is required. Shipping is provided via FedEx SmartPost® and FedEx Express Saver®. Average delivery time is 1 – 5 business days, but is not guaranteed in that timeframe. Also allow 1 - 2 days for processing. Free shipping is eligible only in the continental United States and excludes Hawaii, Alaska and Puerto Rico. FedEx service marks used by permission."Marketplace" orders are not eligible for free or discounted shipping.

30 day, 100% satisfaction guarantee

If an item you ordered from TextbookRush does not meet your expectations due to an error on our part, simply fill out a return request and then return it by mail within 30 days of ordering it for a full refund of item cost.

Learn more about our returns policy

Description: 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.

Used Starting from $28.13
New Starting from $63.01
eBooks Starting from $24.95
Buy eBooks
what's this?
Rush Rewards U
Members Receive:
coins
coins
You have reached 400 XP and carrot coins. That is the daily max!

Study Briefs

Limited time offer: Get the first one free! (?)

All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.

Add to cart
Study Briefs
Periodic Table Online content $4.95 $1.99
Add to cart
Study Briefs
Business Ethics Online content $4.95 $1.99
Add to cart
Study Briefs
Business Law Online content $4.95 $1.99

Customers also bought

Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading

Book details

List price: $59.95
Edition: 2nd
Copyright year: 2011
Publisher: Routledge
Publication date: 11/17/2014
Binding: Paperback
Pages: 224
Size: 6.00" wide x 8.75" long x 0.50" tall
Weight: 0.902
Language: English

Preface and Acknowledgments
Account Planning History and Practice
The Role That Account Planning Plays in a Campaign
Brand Destination Planning
Situation Analysis
Benchmarking Consumer Perceptions
Understanding the Consumer Mind-Set
Developing Insights
The Role of Advertising
Segmenting the Target Market
Brand Positioning
Brand Personality
Brand Essence
What Is a Big Idea?
Briefing the Team to Get a Great Campaign
Account Planning and IMC
Measuring the Success of a Campaign
Business-to-Business Case Study: Recon Software
Packaged-Goods Case Study: Chiffon Margarine
Retail Case Study: Kmart and Sears
Index
About the Authors
×
Free shipping on orders over $35*

*A minimum purchase of $35 is required. Shipping is provided via FedEx SmartPost® and FedEx Express Saver®. Average delivery time is 1 – 5 business days, but is not guaranteed in that timeframe. Also allow 1 - 2 days for processing. Free shipping is eligible only in the continental United States and excludes Hawaii, Alaska and Puerto Rico. FedEx service marks used by permission."Marketplace" orders are not eligible for free or discounted shipping.

Learn more about the TextbookRush Marketplace.

×