Download or read book Advertising Account Planning written by Larry D. Kelley and published by Routledge. This book was released on 2015 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Covers the critical role of the account planner in advertising. This work follows 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.