Advertising Account Planning: Planning and Managing an IMC Campaign (Hardcover, 2)

Preface and Acknowledgments1. Account Planning History and Practice2. The Role That Account Planning Plays in a Campaign3. Brand Destination Planning4. Situation Analysis5. Benchmarking Consumer Perceptions6. Understanding the Consumer Mind-Set7. Developing Insights8. The Role of Advertising9. Segmenting the Target Market10. Brand Positioning11. Brand Personality12. Brand Essence13. What Is a Big Idea?14. Briefing the Team to Get a Great Campaign15. Account Planning and IMC16. Measuring the Success of a Campaign17. The Future of Account Planning18. Business-to-Business Case Study: Recon Software19. Packaged-Goods Case Study: Chiffon Margarine20. Retail Case Study: Kmart and SearsIndexAbout the Authors