Account Planning History and Practice

The Role That Account Planning Plays in a Campaign

Brand Destination Planning

Situation Analysis: ‘Understanding the Landscape’

Benchmarking Consumer Perceptions

Understanding the Consumer Mindset

Developing Insights

The Role of Strategic Communication

Defining the Audience

Brand Positioning

Brand Personality

Brand Essence

What is a Big Idea?

Briefing the Team to Get a Great Campaign

Account Planning and Integration

International Advertising

Measuring the Success of a Campaign

Future Thoughts on Account Planning

About the Author

Sarah Turnbull PhD, MBA, MSc, FCIM, DipM, FHEA is a Professor in Marketing at the University of Portsmouth.

Larry D. Kelley is an educator, author and advertising professional. His areas of specialization include brand communication management, planning and strategy.

Donald W. Jugenheimer is an author, researcher, consultant, and educator. He has authored or co-authored 28 books.

Reviews

"With its accessible format, real-world examples, and logical and thorough presentation, Advertising Account Planning is the go-to guide for both students and practitioners in account planning, consumer behavior, and campaign development. The expanded content on digital marketing and media technologies provides a full, up-to-date understanding of the process."Lisa C. Troy, Texas A&M University

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Table of Contents

About the Author

Reviews