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Advertising Account Planning: A Practical Guide
Academic journal article from Journalism and Mass Communication Quarterly, Vol. 84, No. 3
Beginning of article
Advertising Account Planning: A Practical Guide. Larry D. Kelley and Donald W. Jugenheimer. Armonk, NY: M.E. Sharpe, 2006.145 pp. $94.49 hbk. $35.95 pbk.
Advertising account planning is not new in the United States, but the discipline may not be clearly understood by a number of advertising agency executives and college and university educators. Perhaps ironically, several times in the last few years at the AAAA Account Planning Conference participants and presenters have struggled to explain exactly how to define account planning and how one does it.
So it was with some skepticism that I approached Advertising Account Planning: A Practical Guide. The title defines the …
