This practical and comprehensive text effectively provides advertising account planning principles within an integrated marketing communications framework.
"With its accessible format, real-world examples, and logical and thorough presentation, Advertising Account Planning is the go-to guide for both students and practitioners in account planning, consumer behavior, and campaign development. The expanded content on digital marketing and media technologies provides a full, up-to-date understanding of the process."
Lisa C. Troy, Texas A&M University
Account Planning History and Practice
The Role That Account Planning Plays in a Campaign
Brand Destination Planning
Situation Analysis: ‘Understanding the Landscape’
Benchmarking Consumer Perceptions
Understanding the Consumer Mindset
Developing Insights
The Role of Strategic Communication
Defining the Audience
Brand Positioning
Brand Personality
Brand Essence
What is a Big Idea?
Briefing the Team to Get a Great Campaign
Account Planning and Integration
International Advertising
Measuring the Success of a Campaign
Future Thoughts on Account Planning
Sarah Turnbull PhD, MBA, MSc, FCIM, DipM, FHEA is a Professor in Marketing at the University of Portsmouth.
Larry D. Kelley is an educator, author and advertising professional. His areas of specialization include brand communication management, planning and strategy.
Donald W. Jugenheimer is an author, researcher, consultant, and educator. He has authored or co-authored 28 books.