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. The book's easy-to-read style and logical format make it ideal for course adoption, and students as well as professionals will benefit from the variety of real-world examples. From the Authors' Preface "The book is intended as a practical guide. It is not filled with theories, models or equations. Instead, the book deals with the practical side of account planning and campaign planning. This edition of Advertising Account Planning offers specific examples drawn from both current award-winning professional account planning campaigns as well as award-winning student NSAC campaigns. The examples offer both students and practitioners practical examples of how account planning is incorporated into integrated marketing campaign practice and development." Changes in the Second Edition-New Discussions of: The role of advertising in the overall marketing process (segmentation, positioning, and brand personality) How to identify the "big idea" and tie it into campaign execution How account planning impacts the overall IMC campaign, including media, PR, and digital marketing Book jacket.
