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Advertising Account Planning Planning and Managing an Imc Campaign

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ISBN-10: 0765640368

ISBN-13: 9780765640369

Edition: 3rd 2014

Authors: Larry D. Kelley, Donald W. Jugenheimer

List price: $54.95
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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.The book's easy-to-read style and logical format make it ideal for course adoption, and students as well as professionals will benefit from the variety of cases and real-world examples.The new edition of Advertising Account Planning features several new topics as well as deeper content in…    
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Book details

List price: $54.95
Edition: 3rd
Copyright year: 2014
Publisher: Routledge
Publication date: 10/31/2014
Binding: Paperback
Pages: 262
Size: 6.00" wide x 8.75" long x 0.75" tall
Weight: 1.056
Language: English