Account planning history and practice
The role that account planning plays in a campaign
Brand destination planning
Situation analysis
Benchmarking consumer perceptions
Understanding the consumer mind-set
Developing insights
The role of advertising
Segmenting the target market
Brand positioning
Brand personality
Brand essence
What is a big idea?
Briefing the team to get a great campaign
Account planning and IMC
Measuring the success of a campaign
Business-to-business case study: recon software
Packaged-goods case study: Chiffon margarine
Retail case study: Kmart and Sears.