Advertising Account Planning: A Practical Guide By Larry D. Kelley, Donald W. Jugenheimer
2006 | 169 Pages | ISBN: 0765617293 | PDF | 6 MB
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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