Advertising Account Planning

by Larry D. Kelley, Donald W. Jugenheimer

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 existing areas based on feedback from students, instructors and practitioners.New and expanded coverage includes: A completely updated and expanded chapter (13) devoted to the concept of the big idea; An entirely new chapter (17) on the future of account planning; Updated examples of target segmentation, brand positioning, and brand personality; Creative testing within the overall advertising strategy; Analysis of how account planning cuts across various communication disciplines; The role of advertising in the overall marketing challenge.

262 pages, Paperback

First published October 1, 2010

Reviews

[Cecily Robertson · Rating 3 out of 5]

Helpful, but a little tedious.

[Erica · Rating 3 out of 5]

Comprehensive and helpful but dry
I suggest Truth, Lies & Advertising instead