Preface
Chapter 1. What Is Account Planning?
Chapter 2. Account Planning in the Age of Ad Clutter: P.S. It's All Ad Clutter
Chapter 3. What Is a Brand?
Chapter 4. Marketing Basics Account Planners Need to Know
Chapter 5. Who Is Your Target Audience?
Chapter 6. Secondary Research: No Matter What, Do This First!
Chapter 7. Social Media Monitoring Tools
Chapter 8. Primary Research: The Benefits and Pitfalls of Quantitative Survey Research
Chapter 9. Primary Research: Qualitative, Consumer Style
Chapter 10. Unwrapping Advertising Strategy by Working Backward: A Helpful Exercise for Account Planners
Chapter 11. Your Brand's Best Advertising Approach
Chapter 12. Consumer Insights
Chapter 13. Concept Testing: How to Figure Out If You're Heading Down the Right Advertising Path
Chapter 14. Finally, Heading to the Creative Brief
Index