Advertising Account Planning : Planning and Managing an IMC Campaign book cover
3rd Edition

Advertising Account Planning
Planning and Managing an IMC Campaign

ISBN 9780765640369
Published September 15, 2014 by Routledge
262 Pages

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Book Description

Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.

Table of Contents

1. Account Planning History and Practice  2. The Role That Account Planning Plays in a Campaign  3. Brand Destination Planning  4. Situation Analysis  5. Benchmarking Consumer Perceptions  6. Understanding the Consumer Mindset  7. Developing Insights  8. The Role of Advertising  9. Segmenting the Target Market  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 IMC  16. Measuring the Success of a Campaign  17. The Future of Account Planning  18. Business-to-Business Case Study: Recon Software  19. Packaged-Goods Case Study: Chiffon Margarine  20. Retail Case Study: Kmart and Sears

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Larry Kelley is a Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA. He teaches advertising media planning, advertising account planning, and prinicples of advertising, among other classes. He has authored or co-authored 7 books.

Donald W. Jugenheimer is an author, researcher, consultant and educator. His specialties are communication, advertising and media management, media economics and advertising media. He has authord or co-authored 20 books.