Description
Reference Press Advertising Account Planning by Larry D Kelley and Donald W Jugenheimer
Book Summary of Advertising Account PlanningAdvertising Account Planning: A Practical Guide follows the logical progressive of the account planning task from start to finish, with clearly written text and plenty of real-word examples and cases. Concise yet comprehensive, Advertising Account Planning is ideal four use in course dealing with advertising account planning, advertising management, and advertising campaigns. The book's practical focus is accessible to advanced undergraduate students, graduate students, and to those working in professional position.About the AuthorLarry D. Kelly is an executive vice president with FogartyKleinMonroe, where he is responsible for the strategic planning arm of the agency called the Targeting Group. The Targeting Group pulls together media, research, and account planning into a single insight entity for this $250 million, Texas-based agency. Kelley overseas strategic planning on all agency clients, including ConAgra Foods, Kroger, Riviana Foods, Daisy Sour Cream, Conoco Retail, Mission Foods, Waste Management, and Advanced Auto Parts.Prior to joining FogartyKleinMonroe, Kelley served in senior media and media research management positions. In BBD&O, Bozell & Jacobs, and Bloom agency. His work has spanned a wide variety of accounts from American Airlines to Quaker Oats to Bell South.Kelley's consumer behaviour insight has earned him recognition as an industry leader, including four EFFIES award for advertising effectiveness. He is also widely quoted in trade publications such as Adweek, Advertising Age, and the Journal of Adversing.Kelley holds a B.S. In Journalism from the Univesity of Kansas and an M.A. in Marketing Communication from the University of Texas at Austin.Donald W. Jugenheimer is Professor of Advertising at Texas Tech University. His teaching specialities are Media Management, Media Economics, and Advertising Media.Since earning his Ph.D. in Communications from the University of illinois with a specialization in advertising and a minor in marketing. Dr. Jugenheimer has written or co-written twelve books and many articles and papers. He has spoken before a variety of academic and professional organizations and has served as President of the American Academy of Advertising and as Advertising Division Head of the Association for Education in Journalism and Mass Communication. He also was Business Manager for the Journal of Advertising. He has lectured and conducted workshops in several countries and is on the guest faculty of the Executive Media MBA program for the Truku School of Economics and Business Administration in Finland.As a consultant, Jugenheimer has worked with such firms as American Airlines, IBM, Century 21 Real Estate, Aetna Insurance, Pacific Telesis, and the U.S. Army Recruiting Command. He has also conducted research for a variety of enterprises, including the U.S. Department of Health, Education and Welfare, the International Association of Business Communicators, and National Library Life Insurance.