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.We have spent this chapter working on how you move from a product attribute to a consumer benefit to an emotional benefit. This is logical, but the problem is ... For example, a Honda Civic is a great first car. Young drivers who are attracted to anbsp;...
|Title||:||Advertising Account Planning|
|Author||:||Larry Kelley, Donald W. Jugenheimer|
|Publisher||:||Routledge - 2015-02-11|