Advertising Account Planning
Planning and Managing an IMC Campaign
3rd Edition
Published on 15. September 2014
Book
Hardback
262 pages
978-0-7656-4035-2 (ISBN)
Description
Concise 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.
More details
Edition
3rd edition
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
Professional and scholarly
Illustrations
15 s/w Tabellen, 72 s/w Zeichnungen
15 Tables, black and white; 72 Line drawings, black and white
Dimensions
Height: 229 mm
Width: 152 mm
Weight
544 gr
ISBN-13
978-0-7656-4035-2 (9780765640352)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Sarah Turnbull | Larry Kelley | Donald Jugenheimer
Advertising Account Planning
Planning and Managing Strategic Communication Campaigns
Book
09/2023
4th Edition
Routledge
€262.40
Shipment within 10-20 days
Additional editions
Book
09/2014
3rd Edition
Routledge
€87.00
Article exhausted; check for reprint
Persons
Larry Kelley is a Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA. He teaches advertising media planning, advertising account planning, and prinicples of advertising, among other classes. He has authored or co-authored 7 books.
Donald W. Jugenheimer is an author, researcher, consultant and educator. His specialties are communication, advertising and media management, media economics and advertising media. He has authord or co-authored 20 books.
Donald W. Jugenheimer is an author, researcher, consultant and educator. His specialties are communication, advertising and media management, media economics and advertising media. He has authord or co-authored 20 books.
Content
1. Account Planning History and Practice 2. The Role That Account Planning Plays in a Campaign 3. Brand Destination Planning 4. Situation Analysis 5. Benchmarking Consumer Perceptions 6. Understanding the Consumer Mindset 7. Developing Insights 8. The Role of Advertising 9. Segmenting the Target Market 10. Brand Positioning 11. Brand Personality 12. Brand Essence 13. What Is a Big Idea? 14. Briefing the Team to Get a Great Campaign 15. Account Planning and IMC 16. Measuring the Success of a Campaign 17. The Future of Account Planning 18. Business-to-Business Case Study: Recon Software 19. Packaged-Goods Case Study: Chiffon Margarine 20. Retail Case Study: Kmart and Sears