Advertising account planning: a practical guide

Preface and acknowledgments

What is account planning?

Situation analysis

Understanding the customer

Defining the target market

Defining the benefit

Brand personality

Brand positioning

The creative brief

Media and account planning

Measuring success

Business-to-business case study: Recon software

Packaged-goods case study: Chiffon margarine

Retail case study : Kmart and Sears

Index

About the authors.

Contents

Preface and acknowledgments

What is account planning?

Situation analysis

Understanding the customer

Defining the target market

Defining the benefit

Brand personality

Brand positioning

The creative brief

Media and account planning

Measuring success

Business-to-business case study: recon software

Packaged goods case study: chiffon margarine

Retail case study : Kmart and Sears

Index.