Skip to content

Advertising Account Planning Planning and Managing an IMC Campaign

Spend $50 to get a free DVD!

ISBN-10: 0765625644

ISBN-13: 9780765625649

Edition: 2nd 2011 (Revised)

Authors: Larry D. Kelley, Donald W. Jugenheimer

List price: $59.95
Shipping box This item qualifies for FREE shipping.
Blue ribbon 30 day, 100% satisfaction guarantee!
Rent eBooks
Buy eBooks
what's this?
Rush Rewards U
Members Receive:
Carrot Coin icon
XP icon
You have reached 400 XP and carrot coins. That is the daily max!


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.
Customers also bought

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
About the Authors