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010   $a0-7656-2209-2
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100   $a20060201d2006      uy             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aAdvertising account planning$b[electronic resource] $ea practical guide /$fLarry D. Kelley and Donald W. Jugenheimer
210   $aArmonk, N.Y. $cM.E. Sharpe$dc2006
215   $a1 online resource (168 p.)
300   $aDescription based upon print version of record.
311   $a0-7656-1729-3 
320   $aIncludes bibliographical references and index.
327   $aPreface 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.
327   $aContents -- 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.
330   $aCovers 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.
606   $aAdvertising
606   $aAdvertising$xManagement
606   $aAdvertising campaigns
615  0$aAdvertising.
615  0$aAdvertising$xManagement.
615  0$aAdvertising campaigns.
676   $a659.1/11
700   $aKelley$b Larry D.$f1955-$01564134
701   $aJugenheimer$b Donald W$01564135
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910784475203321
996   $aAdvertising account planning$93833036
997   $aUNINA