Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
Purchase Benefits
What is included with this book?
Preface and Acknowledgments | p. vii |
Account Planning History and Practice | p. 3 |
The Role That Account Planning Plays in a Campaign | p. 12 |
Brand Destination Planning | p. 22 |
Situation Analysis | p. 32 |
Benchmarking Consumer Perceptions | p. 46 |
Understanding the Consumer Mind-Set | p. 55 |
Developing Insights | p. 66 |
The Role of Advertising | p. 75 |
Segmenting the Target Market | p. 84 |
Brand Positioning | p. 99 |
Brand Personality | p. 111 |
Brand Essence | p. 121 |
What Is a Big Idea? | p. 137 |
Briefing the Team to Get a Great Campaign | p. 147 |
Account Planning and IMC | p. 160 |
Measuring the Success of a Campaign | p. 171 |
Business-to-Business Case Study: Recon Software | p. 189 |
Packaged-Goods Case Study: Chiffon Margarine | p. 194 |
Retail Case Study: Kmart and Sears | p. 199 |
Index | p. 203 |
About the Authors | p. 213 |
Table of Contents provided by Ingram. All Rights Reserved. |
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.