Advertising Account Planning Planning and Managing an IMC Campaign

Name: Advertising Account Planning Planning and Managing an IMC Campaign
Price: 5.18 USD
Availability: InStock
ISBN: 9780765625649

ISBN-10: 0765625644

ISBN-13: 9780765625649

Edition: 2nd 2011 (Revised)

Authors: Larry D. Kelley, Donald W. Jugenheimer

List price: $59.95

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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.

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: 0.682
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