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9780765625649

Advertising Account Planning: Planning and Managing an IMC Campaign

by Unknown
  • ISBN13:

    9780765625649

  • ISBN10:

    0765625644

  • Edition: 2nd
  • Format: Nonspecific Binding
  • Copyright: 2010-12-15
  • Publisher: Routledge

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Summary

Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. Drawing on their extensive experience in the field, the authors follow the logical progression of the account-planning task from start to finish, including understanding the customer, defining the target market, defining the benefit, brand positioning, the creative brief, and measuring success.

Table of Contents

Preface and Acknowledgmentsp. vii
Account Planning History and Practicep. 3
The Role That Account Planning Plays in a Campaignp. 12
Brand Destination Planningp. 22
Situation Analysisp. 32
Benchmarking Consumer Perceptionsp. 46
Understanding the Consumer Mind-Setp. 55
Developing Insightsp. 66
The Role of Advertisingp. 75
Segmenting the Target Marketp. 84
Brand Positioningp. 99
Brand Personalityp. 111
Brand Essencep. 121
What Is a Big Idea?p. 137
Briefing the Team to Get a Great Campaignp. 147
Account Planning and IMCp. 160
Measuring the Success of a Campaignp. 171
Business-to-Business Case Study: Recon Softwarep. 189
Packaged-Goods Case Study: Chiffon Margarinep. 194
Retail Case Study: Kmart and Searsp. 199
Indexp. 203
About the Authorsp. 213
Table of Contents provided by Ingram. All Rights Reserved.

Supplemental Materials

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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.

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