Advertising Account Planning

Advertising Account Planning : Planning and Managing an IMC Campaign

3.78 (14 ratings by Goodreads)
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Description

Concise yet comprehensive, this practical, campaign-oriented guide follows the logical progression
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Product details

  • Paperback | 224 pages
  • 152.4 x 226.06 x 15.24mm | 317.51g
  • ROUTLEDGE
  • London, United Kingdom
  • English
  • New edition
  • 2nd New edition
  • black & white illustrations, black & white line drawings, black & white tables, figures, charts
  • 0765625644
  • 9780765625649
  • 1,581,622

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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