Advertising Account Planning | Planning and Managing an IMC Campaign |

Book

Advertising Account Planning

ABSTRACT

Concise yet comprehensive, this practical, campaign-oriented guide follows the logical progression

TABLE OF CONTENTS

chapter 1|9 pages

Account Planning History and Practice

chapter 2|10 pages

The Role That Account Planning Plays in a Campaign

chapter 3|10 pages

Brand Destination Planning

chapter 4|14 pages

Situation Analysis

chapter 5|9 pages

Benchmarking Consumer Perceptions

chapter 6|11 pages

Understanding the Consumer Mind-Set

chapter 7|9 pages

Developing Insights

chapter 8|9 pages

The Role of Advertising

chapter 9|15 pages

Segmenting the Target Market

chapter 10|12 pages

Brand Positioning

chapter 11|10 pages

Brand Personality

chapter 12|16 pages

Brand Essence

chapter 13|10 pages

What Is a Big Idea?

chapter 14|13 pages

Brieﬁng the Team to Get a Great Campaign

chapter 15|11 pages

Account Planning and IMC

chapter 16|18 pages

Measuring the Success of a Campaign

chapter 17|5 pages

Business-to-Business Case Study: Recon Software

chapter 18|5 pages

Packaged-Goods Case Study: Chiffon Margarine

chapter 19|4 pages

Retail Case Study: Kmart and Sears