Advertising account planning : planning and managing an IMC campaign / by Larry D. Kelley and Donald W. Jugenheimer
- Account planning history and practice -- The role that account planning plays in a campaign -- Brand destination planning -- Situation analysis -- Benchmarking consumer perceptions -- Understanding the consumer mind-set -- Developing insights -- The role of advertising -- Segmenting the target market -- Brand positioning -- Brand personality -- Brand essence -- What is a big idea? -- Briefing the team to get a great campaign -- Account planning and IMC -- Measuring the success of a campaign -- The future of account planning -- Business-to-business case study : recon software -- Packaged-goods case study : Chiffon margarine -- Retail case study : Kmart and Sears.
- The book's easy-to-read style and logical format make it ideal for course adoption, and students as well as professlonals will benefit from the variety of real-world examples. --
"The book is intended as a practical guide. It is not filled with theories, models or equations. Instead, the book deals with the practical side of account planning and campaign planning. This edition of Advertising Account Planning offers specific examples drawn from both current award-winning professional account planning campaigns as well as award-winning student NSAC campaigns. The examples offer both students and practitioners practical examples of how account planning is incorporated into integrated marketing campaign practice and development." --
"Account planning is not just a skill. Account planning is a philosophy that connects consumers with brands on both rational and emotional levels. Kelley and Jugenheimer demonstrate their understanding of this philosophy in their new edition of Advertising Account Planning, which will benefit students of advertising and practitioners alike."---Kim Sheehan, University of Oregon --
"In addition to being the must-have text for an account planning course, this book is also a perfect addition to campaign development and consumer behavior courses. The real-world examples, attention to the changing media landscape, and emphasis on branding make Advertising Account Planning a valuable resource for students and industry professionals."---Kris Kranenburg, University of Wisconsin-Whitewater --Book Jacket.
- 9781317507437 (electronic book)
1317507436 (electronic book)
9781315716589 (electronic book)
1315716585 (electronic book)
9781317507420 (electronic book ; ePub)
1317507428 (electronic book ; ePub)
9781317507413 (electronic book ; mobi)
131750741X (electronic book ; mobi)
- Bibliography Note:
- Includes bibliographical references and index.
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