Overview

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

Full Product Details

Author:   D. W. Jugenheimer ,  L. D. Kelley
Publisher:   Taylor & Francis Inc
Imprint:   M.E. Sharpe
Edition:   2nd New edition
Dimensions:   Width: 15.20cm , Height: 1.80cm , Length: 22.90cm
Weight:   0.318kg
ISBN:  

9780765625649

ISBN 10:   0765625644
Pages:   224
Publication Date:   15 December 2010
Audience:   College/higher education ,  General/trade ,  Tertiary & Higher Education ,  General
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   Awaiting stock  

Table of Contents

Preface and Acknowledgments 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 Mind-Set 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 Index About the Authors

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