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Synopsis
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.
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Review
"Bravo! As someone who teaches an account planning course, I was thrilled to see Kelley and Jugenheimer's book. This much-needed addition to the account planning literature is outstanding in both its depth and its accessibility. Whether you're a student or a practitioner, this book will explain what account planning is, how it's done, and why it's important. The current examples and insightful case studies make this a keeper." - Kris Kranenburg, Southern Illinois University "The title is dead-on as this book truly delivers as a practical guide to understanding account planning. It provides useful information in an entertaining and easy reading style." - Joseph E. Phelps, The Reese Phifer Professor of Advertising and Public Relations, University of Alabama"
Synopsis
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. The book's easy-to-read style and logical format make it ideal for course adoption, and students as well as professionals will benefit from the variety of real-world examples.
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Advertising Account Planning: A Practical Guide
Seller: Anybook.com, Lincoln, United Kingdom
Seller rating 5 out of 5 stars
Condition: Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,350grams, ISBN:9780765617309. Seller Inventory # 8730950
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Advertising Account Planning: A Practical Guide
Seller: Anybook.com, Lincoln, United Kingdom
Seller rating 5 out of 5 stars
Condition: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. Clean from markings. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,300grams, ISBN:9780765617309. Seller Inventory # 9852639
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Advertising Account Planning: A Practical Guide
Seller: ThriftBooks-Atlanta, AUSTELL, GA, U.S.A.
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Paperback. Condition: Very Good. No Jacket. May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less 0.55. Seller Inventory # G0765617307I4N00
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Advertising Account Planning: A Practical Guide
Seller: BennettBooksLtd, North Las Vegas, NV, U.S.A.
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paperback. Condition: New. In shrink wrap. Looks like an interesting title! Seller Inventory # Q-0765617307
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