Advertising Account Planning

Kelli S. Boling is assistant professor of advertising and public relations in the College of Journalism and Mass Communications and the University of Nebraska-Lincoln.Carol J. Pardun is professor in the School of Journalism and Mass Communications at the University of South Carolina.Beth E. Barnes is professor in the Department of Integrated Strategic Communication in the College of Communication and Information at the University of Kentucky. Sheri J. Broyles was professor in the advertising department at the Mayborn School of Journalism at the University of North Texas.

• PrefaceChapter 1. What Is Account Planning?Chapter 2. Account Planning in the Age of Ad Clutter: P.S. It’s All Ad ClutterChapter 3. What Is a Brand?Chapter 4. Marketing Basics Account Planners Need to KnowChapter 5. Who Is Your Target Audience?Chapter 6. Secondary Research: No Matter What, Do This First!Chapter 7. Social Media Monitoring ToolsChapter 8. Primary Research: The Benefits and Pitfalls of Quantitative Survey ResearchChapter 9. Primary Research: Qualitative, Consumer StyleChapter 10. Unwrapping Advertising Strategy by Working Backward: A Helpful Exercise for Account PlannersChapter 11. Your Brand’s Best Advertising ApproachChapter 12. Consumer InsightsChapter 13. Concept Testing: How to Figure Out If You’re Heading Down the Right Advertising PathChapter 14. Finally, Heading to the Creative BriefIndex