| Title:
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ADVERTISING ACCOUNT PLANNING
PLANNING AND MANAGING AN IMC CAMPAIGN |
| By: |
Larry D. Kelley, Donald W. Jugenheimer |
| Format: |
Electronic book text |
| List price:
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£36.99 |
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| ISBN 10: |
1317507436 |
| ISBN 13: |
9781317507437 |
| Publisher: |
TAYLOR & FRANCIS LTD |
| Pub. date: |
11 February, 2015 |
| Edition: |
3rd New edition |
| Pages: |
262 |
| Description: |
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. |
| Synopsis: |
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. |
| Illustrations: |
72 Line drawings, black and white; 15 Tables, black and white |
| Publication: |
UK |
| Imprint: |
Routledge |
| Returns: |
Non-returnable |