Advertising Account Planning: A Practical Guide

✍ Scribed by Larry D. Kelley, Donald W. Jugenheimer

Publisher: M.E. Sharpe
Year: 2006
Tongue: English
Leaves: 169
Edition: illustrated edition
Category: Library

No coin nor oath required. For personal study only.

✦ Synopsis

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.

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