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.

Advertising Account Planning: A Practical Guide

Business & Money

Larry D. Kelley

Donald W. Jugenheimer

Marketing & Sales

Routledge

The new edition of this practical tool combines easy-to-understand explanations of advertising media sources and calculations with real-world examples of actual source material from advertising and media companies. It is designed for both practitioners and students - anyone who wants to master the process of advertising media planning.Each unit is compact and easy-to-understand, and the units progress in a logical way from basic math through the advertising media process to more complex interrelationships of sources and problems. Numerous hands-on exercises are included in each unit, and for course use instructors can download solutions from the M.E. Sharpe website. The book also includes a media math primer, standard media formulae, media planning checklists, and a glossary of media terms.For this new edition the authors have more closely coordinated the content with that of their accompanying textbook, "Advertising Media Planning: A Brand Management Approach, Second Edition." It includes completely new units on Media Websites, Estimating, Emotional vs. Rational Appeals, Media Buying, Calendars and Flow Charts, and Test Cities and Standards, as well as all-new Media Planning Worksheets and Media Planning Outlines.

Advertising Media Workbook and Sourcebook

Advertising Account Planning: Planning and Managing an IMC Campaign

Taylor&Francis

Advertising Strategy: A 360 Degree Brand Approach provides a comprehensive approach to all the factors in crafting a successful advertising strategy. Filled with current brand examples, the entire book is devoted to strategy, with an emphasis on "how to do it" as opposed to "what it is." The organization of Advertising Strategy works from the inside out to connect all strategic decisions. The brand is at the center. Marketing decisions are the first layer of strategic decisions. Consumer insight forms the next layer, the central idea the next, and then the message and media strategies form the final layer. The overall result is a comprehensive guide to building successful strategy. The book's easy-to-read style and logical format make it ideal for course adoption, and students as well as professionals will benefit from the variety of real-world examples. Key content includes: ▪ Psychological foundations of brands and persuasion ▪ Discussion of both promotion and protection of the brand ▪ Several chapters devoted to digital and social media strategy ▪ Review questions and additional resources provided in each chapter. About the Authors Larry Kelley is a 25 year advertising industry veteran and is a Professor of Advertising at the University of Houston. He most recently was Executive Vice President, Chief Planning Officer of FKM and has served in senior management roles for BBDO, Bozell &amp; Jacobs and the Bloom Agency. He is the author or co-author of eight books adopted by more than 75 college/university programs around the world. Kim Bartel Sheehan is a Professor at the University of Oregon where she also directs the Honors Program in the School of Journalism and Communication. She has over twelve years of agency experience on accounts including McDonald's and Kraft. She is the author or co-author of eleven books and dozens of academic articles in journals such as First Monday, Journal of Advertising, and more.

ADVERTISING STRATEGY:360 DEGREE BRAND..

Kim Bartel Sheehan

Melvin & Leigh, Publishers

Advertising Media Planning: A Brand Management Approach

Lisa Dobias

David E. Koranda

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Books by Larry D. Kelley