Advertising Account Planning A Practical Guide

Advertising Account planning task from start to finish. with clearly written text and plenty of real-world examples and cases. Concise yet comprehensive. Advertising Account Planning is ideal for use in courses dealing with advertising account planning. advertising management, and advertising campaigns. the book's practical focus in accessible to advanced undergraduate students, graduate students, and to those working in professional position.
Key Features Include:
Real-world data and examples integrated throughout the text;
Three additional chapter-length cases at the end of the book; one on packaged goods product advertising, and one on business-to business (B2B) advertising;
End-of-chapter learning tools: review question, discussion question, exercises, and source of additional information;
Praise for advertising Account Planning
Bravo! As someone who teaches an account in planning course, I was thrilled to see Kelley and Jugenheimer's book. This much-needed addition to the account planning literature is outstanding in both its depth and its accessibility. Whether you're a student or a practitioner, this book will explain what account planning is, how it's done, and why it's important. The current example and insightful case studies make this a keeper."
Kris Kranenburg. Assistant professor, School of Journalism, Southern Illinois University
"The title is dead on as this book truly delivers as a practical guide to understanding account planning. It provides useful information in an entertaining and easy reading style."
Joseph E. Phelps. The Reese Phifer professor of Advertising and Public Relation University of Alabama
"The authors' unique perspective integrates the best of previous work on 'how to be an account executive,' how to be a product manager,' and how to strategically manage brands' all in one easy to read book, full of practical examples that will help any reader.
Richard F. Beltamini, Professor of marketing, Wayne state University.
I found myself continually either nodding in agreement or thrilled to discover information I did not know. I particularly enjoyed the history of and interesting insights info a account management, which helped put everything in perspective. The many examples and the step-by-step approach made this and easy read. The book manages to balance a very practical approach with good academic substance."
Paul Galvani, Vice President of Marketing, Riviana Foods Inc.