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Hitting the Sweet Spot. How Consumer Insights Can Inspire Better Marketing and Advertisingby Lisa Fortini Campbell
257 pages, $29.95
(Book shop price - $23.96 plus shipping.)
This is the first US book on Account Planning. We sell it by the case to top agencies and big-time marketers - like Leo, Y&R, P&G, Nike, IBM, H-P, and many other companies with well-known initials. Lots of books tell you how important it is to know the customer - this book actually tells you how to do it. (Instructor Materials Available.)
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Advertising Campaign Planning, 4th Ed: Developing an Advertising-Based Marketing Planby Jim Avery
318 pages, $34.00
(Book shop price - $27.20 plus shipping.)
This book is designed for student ad agencies and college campaign "teams" for the AAF/NSAC College World Series of Advertising. Before going into teaching, Jim Avery was a Management Supervisor at Wells Rich Greene - the basis of the book is a powerful interlocking marketing plan, based on the Wells Rich Greene system. (Instructor Materials Available.)
Want to know more about the AAF/NSAC? Visit the American Advertising Federation.