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Record Nr. |
UNINA9910784475203321 |
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Autore |
Kelley Larry D. <1955-> |
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Titolo |
Advertising account planning [[electronic resource] ] : a practical guide / / Larry D. Kelley and Donald W. Jugenheimer |
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Pubbl/distr/stampa |
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Armonk, N.Y., : M.E. Sharpe, c2006 |
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ISBN |
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1-280-91279-0 |
9786610912797 |
0-7656-2209-2 |
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Descrizione fisica |
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1 online resource (168 p.) |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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Advertising |
Advertising - Management |
Advertising campaigns |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Preface and acknowledgments -- What is account planning? -- Situation analysis -- Understanding the customer -- Defining the target market -- Defining the benefit -- Brand personality -- Brand positioning -- The creative brief -- Media and account planning -- Measuring success -- Business-to-business case study: Recon software -- Packaged-goods case study: Chiffon margarine -- Retail case study : Kmart and Sears -- Index -- About the authors. |
Contents -- Preface and acknowledgments -- What is account planning? -- Situation analysis -- Understanding the customer -- Defining the target market -- Defining the benefit -- Brand personality -- Brand positioning -- The creative brief -- Media and account planning -- Measuring success -- Business-to-business case study: recon software -- Packaged goods case study: chiffon margarine -- Retail case study : Kmart and Sears -- Index. |
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Sommario/riassunto |
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Covers the critical role of the account planner in advertising. This work follows the logical progression of the account-planning task from start to finish, including understanding the customer, defining the target market, defining the benefit, brand positioning, the creative brief, and measuring success. |
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