Advertising Account Planning : A Practical Guide
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.
- Hardback | 200 pages
- 154 x 230 x 18mm | 399.17g
- 30 Mar 2006
- Taylor & Francis Ltd
- London, United Kingdom
- tables, figures, references, index
Table of contents
Preface and Acknowledgments; 1. What Is Account Planning?; 2. Situation Analysis; 3. Understanding the Customer; 4. Defining the Target Market; 5. Defining the Benefit; 6. Brand Personality; 7. Brand Positioning; 8. The Creative Brief; 9. Media and Account Planning; 10. Measuring Success; 11. Business-to-Business Case Study: Recon Software; 12. Packaged Goods Case Study: Chiffon Margarine; 13. Retail Case Study: Kmart and Sears; Index; About the Authors.