Advertising Account Planning: A Practical Guide

Larry D. Kelley and Donald W. Jugenheimer

ISBN 10: 8184050534 / ISBN 13: 9788184050530

Published by Reference Press 0, 2009

About this Item

Like New.

Seller Inventory # ERICA75881840505345

Bibliographic Details

• Title: Advertising Account Planning: A Practical Guide
• Publisher: Reference Press 0
• Publication Date: 2009
• Language: English
• ISBN 10: 8184050534
• ISBN 13: 9788184050530
• Binding: Hardcover
• Condition: Like New
• Book Type: book

About this title

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.