Advertising Account Planning: A Practical Guide

By Koranda, David | Journalism and Mass Communication Quarterly, Autumn 2007 | Go to article overview

Advertising Account Planning: A Practical Guide


Koranda, David, Journalism and Mass Communication Quarterly


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 book. Chapters proceed in a logical order from situation analysis, to understanding who the customer is, through developing a personality and story for a brand. The book then helps a student or practitioner understand the elements of the brief and how to measure the success of the strategy. The book closes with three different types of case studies: business to business, packaged goods, and retail.

Account planning began in the United States at Chiat Day agency, followed by Goodby Silverstein, and was then adapted by an increasing number of agencies of all sizes. Most agencies have a proprietary way of planning and eliciting insights about how to talk to the consumer, and each agency has its own way of writing an internal brief for the creative and media departments. As the planning function grew, so did occasional strains with account management people as the planning and strategizing function often fell to them.

Some strong positive elements of the book: it clearly explains what the function of account planners is and what they do to develop a strategy. These points are helpful to students and to advertising practitioners who may still be unclear about the planning function. The authors help make some old language more current, e.g., positioning: "To position the brand, you need to define the company's strengths and weaknesses. You need to know your target market inside and out and you must be able to translate the company's attributes into consumer benefits. You then need to combine all this with the brand's personality or story. All of the material so far in this book culminates in the brand positioning."

The authors walk the reader through a matrix that demonstrates a method for quickly defining where a brand resides in a consumer's mind. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Advertising Account Planning: A Practical Guide
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.