Advertising Account Planning

Advertising Account Planning : A Practical Guide

3.78 (14 ratings by Goodreads)
By (author)  , By (author) 

List price: US$42.95

Currently unavailable

Add to wishlist

AbeBooks may have this title (opens in new window).

Try AbeBooks


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.
show more

Out of ideas for the holidays?

Visit our Gift Guides and find our recommendations on what to get friends and family during the holiday season. Shop now .

Product details

  • Paperback | 200 pages
  • 149.9 x 223.5 x 12.7mm | 226.8g
  • London, United Kingdom
  • English
  • tables, figures, references, index
  • 0765617307
  • 9780765617309
  • 1,907,346

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.
show more

Review quote

"Bravo! As someone who teaches an account planning course, I was thrilled to see Kelley and Jugenheimer's book. This much-needed addition to the account planning literature is outstanding in both its depth and its accessibility. Whether you're a student or a practitioner, this book will explain what account planning is, how it's done, and why it's important. The current examples and insightful case studies make this a keeper." - Kris Kranenburg, Southern Illinois University "The title is dead-on as this book truly delivers as a practical guide to understanding account planning. It provides useful information in an entertaining and easy reading style." - Joseph E. Phelps, The Reese Phifer Professor of Advertising and Public Relations, University of Alabama"
show more

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)
Book ratings by Goodreads
Goodreads is the world's largest site for readers with over 50 million reviews. We're featuring millions of their reader ratings on our book pages to help you find your new favourite book. Close X