Advertising Account Planning: Planning and Managing Strategic Communication Campaigns

ISBN-13: 9781032168227 / Angielski

Sarah Turnbull; Larry Kelley; Donald Jugenheimer

Opis

This practical and comprehensive text effectively provides advertising account planning principles within an integrated marketing communications framework.

Recenzje

"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

Spis treści

1. Account Planning History and Practice
2. The Role That Account Planning Plays in a Campaign
3. Brand Destination Planning
4. Situation Analysis: ‘Understanding the Landscape’
5. Benchmarking Consumer Perceptions
6. Understanding the Consumer Mindset
7. Developing Insights
8. The Role of Strategic Communication
9. Defining the Audience
10. Brand Positioning
11. Brand Personality
12. Brand Essence
13. What is a Big Idea?
14. Briefing the Team to Get a Great Campaign
15. Account Planning and Integration
16. International Advertising
17. Measuring the Success of a Campaign
18. Future Thoughts on Account Planning

O autorze

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.