Advertising Account Planning A Practical Guide |
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| ISBN: | 978-0-7656-1730-9 |
| Publication Date: | Jan 2006 |
| Publisher: | M. E. Sharpe Incorporated
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| Book Format: | Paperback |
| List Price: | AUD $53.95 |
Book Description:
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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.
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.