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Advertising Account Planning: A Practical Guide

Advertising Account Planning: A Practical Guide

ISBN: 9780765617309
Publisher: Routledge
Edition: 1
Publication Date: 2006-07-17
Number of pages: 200
Any used item that originally included an accessory such as an access code, one time use worksheet, cd or dvd, or other one time use accessories may not be guaranteed to be included or valid. By purchasing this item you acknowledge the above statement.
$21.98 $116.95

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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