01172nam a2200277 i 450099100319724970753620020503184659.0970124s1987 at ||| | ger 3700111975b10471273-39ule_instEXGIL116737ExLBiblioteca InterfacoltàitaFallmerayer, Jakob Philipp462631Jakob Philipp Fallmerayers krisenjahre 1846 bis 1854 :auf grund der briefe an Joseph und Anna Streiter in Bozen /Eugen ThurherWien :Osterreichische Akademie der wissenschaften,198795 p. ;25 cm.Sitzungsberichte / Osterreichische Akademie der wissenschaften, philosophisch-historische klasse ;494Streiter, AnnaStreiter, JosephThurnher, Eugen <1920- >.b1047127321-02-1727-06-02991003197249707536LE002 Coll. 2. 651LE002-2945Nle002-E0.00-no 00000.i1054478127-06-02Jakob Philipp Fallmerayers krisenjahre 1846 bis 1854222774UNISALENTOle00201-01-97ma -gerat 0102969nam 22006134a 450 991078447520332120230829002826.01-280-91279-097866109127970-7656-2209-2(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 campaignsAdvertising.AdvertisingManagement.Advertising campaigns.659.1/11Kelley Larry D.1955-1564134Jugenheimer Donald W1564135MiAaPQMiAaPQMiAaPQBOOK9910784475203321Advertising account planning3833036UNINA