Wow! eBook
Advertising Account Planning: A Practical Guide
Author(s): D. W. Jugenheimer (Author), L. D. Kelley (Author)
- Publisher: Routledge
- Publication Date: 15 July 2006
- Edition: 1st
- Language: English
- Print length: 200 pages
- ISBN-10: 0765617307
- ISBN-13: 9780765617309
Book Description
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.
Editorial Reviews
Review
“Bravo! As someone who teaches an account planning course, I was thrilled to see Kelley and Jugenheimer’s book. This much-needed addition to the account planning literature is outstanding in both its depth and its accessibility. Whether you’re a student or a practitioner, this book will explain what account planning is, how it’s done, and why it’s important. The current examples and insightful case studies make this a keeper.” – Kris Kranenburg, Southern Illinois University “The title is dead-on as this book truly delivers as a practical guide to understanding account planning. It provides useful information in an entertaining and easy reading style.” – Joseph E. Phelps, The Reese Phifer Professor of Advertising and Public Relations, University of Alabama”
