Advertising Account Planning A Practical Guide(1st Edition)
Authors:
D W. Jugenheimer , Donald W Kelley
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Book details
ISBN: 9780765617309, 0765617307
Book publisher: Routledge
Advertising Account Planning A Practical Guide 1st Edition Summary: 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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