Advertising Account Planning: A Practical Guide

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.

200 pages, Hardcover

First published January 1, 2006

Reviews

[Alisa · Rating 4 out of 5]

Another worthy, awesome brand recommendation from Billy. Is there any other BRAND LIT CONNOISSEUR who compares to Degantis? I didn't think so....

[Tricia · Rating 2 out of 5]

Although there are pockets of useful information in this book, the second edition has too many mechanical mistakes in it for one to have faith in the reliability of the information.