03001nam 22006254a 450 991045757210332120200520144314.01-280-91279-097866109127970-7656-2209-2(CKB)1000000000348432(EBL)302399(OCoLC)437183431(SSID)ssj0000099479(PQKBManifestationID)11132961(PQKBTitleCode)TC0000099479(PQKBWorkID)10025985(PQKB)10628294(MiAaPQ)EBC302399(Au-PeEL)EBL302399(CaPaEBR)ebr10178054(CaONFJC)MIL91279(EXLCZ)99100000000034843220060201d2006 uy 0engur|n|---|||||txtccrAdvertising account planning[electronic resource] a practical guide /Larry D. Kelley and Donald W. JugenheimerArmonk, N.Y. M.E. Sharpec20061 online resource (168 p.)Description based upon print version of record.0-7656-1729-3 Includes bibliographical references and index.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.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.AdvertisingAdvertisingManagementAdvertising campaignsElectronic books.Advertising.AdvertisingManagement.Advertising campaigns.659.1/11Kelley Larry D.1955-987816Jugenheimer Donald W987817MiAaPQMiAaPQMiAaPQBOOK9910457572103321Advertising account planning2258566UNINA