Advertising Account Planning

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.

This edition includes expanded coverage of the role of advertising in the overall marketing process (segmentation, positioning, and brand personality). Its campaign-oriented approach provides new discussion of how to identify the "big idea" and tie it into campaign execution, and how account planning impacts the overall IMC campaign, including media, PR, and digital marketing.