Sarah Turnbull, Larry Kelley, Donald Jugenheimer

Advertising Account Planning (eBook, PDF)

Planning and Managing Strategic Communication Campaigns

• Format: PDF

Produktbeschreibung

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

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 286
• Erscheinungstermin: 20. September 2023
• Englisch
• ISBN-13: 9781000936216
• Artikelnr.: 68601955

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

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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

Rezensionen

"With its accessible format, real-world examples, and logical and thorough presentation, Advertising Account Planning is the go-to guide for both students and practitioners in account planning, consumer behavior, and campaign development. The expanded content on digital marketing and media technologies provides a full, up-to-date understanding of the process."

Lisa C. Troy, Texas A&M University