By Larry D. Kelley, Donald W. Jugenheimer

Concise but entire, this sensible advisor covers the serious function of the account planner in ads. Drawing on their vast event within the box, the authors persist with the logical development of the account-planning activity from begin to end, together with realizing the client, defining the objective marketplace, defining the ease, model positioning, the artistic short, and measuring good fortune.

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For example, Arm & Hammer baking soda changed its category from baking to odor removal to home remedies, all with the same box of baking soda. Understanding how the brand can grow is the key to developing a marketing target. The first step to helping define the growth target is to define the target in behavioral terms. Target Triangle There are three angles to understanding the interplay of a target market. The first and most obvious target is someone who buys the product; this person is called the brand purchaser.

The following is such an example, again, using Coke as the hypothetical case. ” • “Have you had any experiences while drinking a Coke? Can you tell us about those experiences? Do you recall how you felt about drinking Coke? ” This type of interviewing process may last for a half an hour or more. As it continues, the interviewer will get deeper and deeper into the psyche of the consumers’ stories and how the brand in question fits into their lives. The richness of this exercise can help management better understand the emotional underpinnings of the brand.

The Power of the Tale: Using Narratives for Organizational Success. New York: Wiley, 2002. Hollensen, Svend. Global Marketing: A Decision-Oriented Approach. London: Prentice, 2004. Morgan, Adam. Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders. New York: Wiley, 1999. Neuhauser, Peg. Corporate Legends and Lore: The Power of Storytelling as a Management Tool. New York: McGraw-Hill, 1993. Rackham, Neil. Spin Selling. New York: McGraw-Hill, 1988. Samuel, Larry. Passion Points: Turning Consumer Passion into Marketing Opportunity.

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