Advertising Account Planning

Planning and Managing an IMC Campaign
3. New Auflage 2014
ISBN: 978-0-7656-4035-2
Verlag: Taylor & Francis Ltd

Buch, Englisch, 262 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 544 g

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.

Autoren/Hrsg.

Kelley, Larry D.

Kelley, Larry

Jugenheimer, Donald W.

Jugenheimer, Donald

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung

Inhaltsverzeichnis

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

Über Autor(innen)

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.