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 Indexr 14. Finally, Heading to the Creative Brief Indexr 14. Finally, Heading to the Creative Brief Indexr 14. Finally, Heading to the Creative Brief Index.