Larry Kelley, Donald Jugenheimer

Advertising Account Planning

Planning and Managing an IMC Campaign

• Broschiertes Buch

Produktbeschreibung

Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.

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Produktdetails

• Verlag: Taylor & Francis Ltd
• 3 ed
• Seitenzahl: 262
• Erscheinungstermin: 15. September 2014
• Englisch
• Abmessung: 228mm x 149mm x 22mm
• Gewicht: 394g
• ISBN-13: 9780765640369
• ISBN-10: 0765640368
• Artikelnr.: 40581562

Autorenporträt

Larry Kelley is a Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA. He teaches advertising media planning, advertising account planning, and prinicples of advertising, among other classes. He has authored or co-authored 7 books. Donald W. Jugenheimer is an author, researcher, consultant and educator. His specialties are communication, advertising and media management, media economics and advertising media. He has authord or co-authored 20 books.

Inhaltsangabe

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 Mindset 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