Sarah Turnbull, Larry Kelley (USA University of Houston), Donald Jugenheimer

Advertising Account Planning

Planning and Managing Strategic Communication Campaigns

• Broschiertes Buch

Produktbeschreibung

This practical and comprehensive text effectively provides advertising account planning principles within an integrated marketing communications framework.

Produktdetails

• Verlag: Taylor & Francis Ltd
• 4 ed
• Seitenzahl: 276
• Erscheinungstermin: 20. September 2023
• Englisch
• Abmessung: 152mm x 228mm x 20mm
• Gewicht: 422g
• ISBN-13: 9781032164601
• ISBN-10: 1032164603
• Artikelnr.: 68099777

Autorenporträt

Sarah Turnbull PhD, MBA, MSc, FCIM, DipM, FHEA is a Professor in Marketing at the University of Portsmouth. Larry D. Kelley is an educator, author and advertising professional. His areas of specialization include brand communication management, planning and strategy. Donald W. Jugenheimer is an author, researcher, consultant, and educator. He has authored or co-authored 28 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: 'Understanding the Landscape'
5. Benchmarking Consumer Perceptions
6. Understanding the Consumer Mindset
7. Developing Insights
8. The Role of Strategic Communication
9. Defining the Audience
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 Integration
16. International Advertising
17. Measuring the Success of a Campaign
18. Future Thoughts on Account Planning