Advertising Account Planning

Advertising Account Planning : A Practical Guide

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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.
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Product details

  • Hardback | 200 pages
  • 154 x 230 x 18mm | 399.17g
  • London, United Kingdom
  • English
  • tables, figures, references, index
  • 0765617293
  • 9780765617293

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.
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Rating details

14 ratings
3.78 out of 5 stars
5 21% (3)
4 50% (7)
3 21% (3)
2 0% (0)
1 7% (1)
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