“The must-have text for an account planning course.” (*)

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.

This second edition includes expanded coverage of the role of advertising in the overall marketing process (segmentation, positioning, and brand personality). Its campaign-oriented approach provides new discussion of how to identify the "big idea" and tie it into campaign execution, and how account planning impacts the overall IMC campaign, including media, PR, and digital marketing.
Endorsements:
“In addition to being the must-have text for an account planning course, this book is also a perfect addition to campaign development and consumer behavior courses. The real-world examples, attention to the changing media landscape, and emphasis on branding make this text a valuable resource for students.” — Kris Kranenburg, University of Wisconsin-Whitewater (*)

“Account planning is not just a skill. Account planning is a philosophy that connects consumers with brands on both rational and emotional levels. Kelley and Jugenheimer demonstrate their understanding of this philosophy in their new edition, which will benefit advertising students and practitioners alike.” — Kim Sheehan, University of Oregon

“This book truly delivers as a practical guide to understanding account planning. It provides useful information in an entertaining and easy reading style. The authors' skillful use of relevant examples guides the reader from 'information to insight' and to an understanding of account planning in integrated communications campaigns.” — Joseph Phelps, University of Alabama