EssEss Publishers Advertising Account Planning: A Practical Guide - Hardcover

Larry D. Kelley And Donald W. Jugenheimer

Hardcover

ISBN 10: 8184050534 ISBN 13: 9788184050530

Publisher: EssEss Publishers, 2009

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.

Edition details

• Publisher: EssEss Publishers
• Publication date: 2009
• Language: English
• ISBN 10: 8184050534
• ISBN 13: 9788184050530
• Binding: Hardcover