1. Account planning history and practice -- 2. The role that account planning plays in a campaign -- 3. Brand destination planning -- 4. Situation analysis -- 5. Benchmarking consumer perceptions -- 6. Understanding the consumer mind-set -- 7. Developing insights -- 8. The role of advertising --...

pt. 1. Advertising management fundamentals -- pt. 2. Advertising financial matters -- pt. 3. Advertising business plans -- pt. 4. Advertising planning -- pt. 5. Advertising budget management -- pt. 6. Advertising management : dealing with people -- pt. 7. Advertising management decisions -- pt....

pt. 1. Advertising management fundamentals -- pt. 2. Advertising financial matters -- pt. 3. Advertising business plans -- pt. 4. Advertising planning -- pt. 5. Advertising budget management -- pt. 6. Advertising management : dealing with people -- pt. 7. Advertising management decisions -- pt....

Covers the critical role of the account planner in advertising. This work follows 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...