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Advertising Account Planning: Planning and Managing Strategic Communication Campaigns book cover

4th Edition

Advertising Account Planning Planning and Managing Strategic Communication Campaigns

By Sarah Turnbull, Larry Kelley, Donald Jugenheimer Copyright 2024
286 Pages 45 B/W Illustrations
by Routledge

286 Pages 45 B/W Illustrations
by Routledge

286 Pages 45 B/W Illustrations
by Routledge
Also available as eBook on:
This practical and comprehensive text effectively provides advertising account planning principles within an integrated marketing communications framework. With a world-renowned textbook author team, this 4th edition has been fully updated to include: Fresh professional examples and mini-case studies within each chapter with a more global outlook than previous editions, bringing the... Read more
  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

Biography

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.

"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

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