Advertising Account Planning

Advertising Account Planning : Planning and Managing an IMC Campaign

3.78 (14 ratings by Goodreads)
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Concise yet comprehensive, this practical, campaign-oriented guide follows the logical progression
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Product details

  • Hardback | 224 pages
  • 157.48 x 231.14 x 17.78mm | 385.55g
  • Taylor & Francis Inc
  • M.E. Sharpe
  • Armonk, United States
  • English
  • Revised
  • 2nd Revised edition
  • tables, figures, index
  • 0765625636
  • 9780765625632
  • 1,553,558

Table of contents

* Preface and Acknowledgments*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 Mind-Set*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* Index* About the Authors
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Rating details

14 ratings
3.78 out of 5 stars
5 29% (4)
4 29% (4)
3 36% (5)
2 7% (1)
1 0% (0)
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