Description
Book SynopsisThis practical and comprehensive text effectively provides advertising account planning principles within an integrated marketing communications framework. With a world-renowned textbook author team, this 4th edition has been fully updated to include:
- Fresh professional examples and mini-case studies within each chapter with a more global outlook than previous editions, bringing the theoretical concepts to life
- A new chapter on International Advertising addressing the challenges of managing a global campaign
- Pedagogical features and visual aids to support student learning and comprehension, including reflective questions and mini-cases drawn from current industry examples
- New and expanded content covering digital marketing and technologies; the customer journey; ethics and corporate social responsibility; global positioning of the brand; paid, earned and owned media; influencer marketing, and campaign measurement and analytics
Providing
Trade Review
"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
Table of Contents
- 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
