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[null,"1.","Record Nr.",null,"UNINA9910457572103321"]
[null,null,"Autore",null,"Kelley Larry D. <1955->"]
[null,null,"Titolo",null,"Advertising account planning [[electronic resource] ] : a practical guide / / Larry D. Kelley and Donald W. Jugenheimer"]
[null,null,"Pubbl/distr/stampa",null,"Armonk, N.Y., : M.E. Sharpe, c2006"]
[null,null,"ISBN",null,"1-280-91279-0"]
[{"$nulls":4},"9786610912797"]
[{"$nulls":4},"0-7656-2209-2"]
[null,null,"Descrizione fisica",null,"1 online resource (168 p.)"]
[null,null,"Disciplina",null,"659.1/11"]
[null,null,"Soggetti",null,"Advertising"]
[{"$nulls":4},"Advertising - Management"]
[{"$nulls":4},"Advertising campaigns"]
[{"$nulls":4},"Electronic books."]
[null,null,"Lingua di pubblicazione",null,"Inglese"]
[null,null,"Formato",null,"Materiale a stampa"]
[null,null,null,"Livello bibliografico","Monografia"]
[null,null,null,"Note generali","Description based upon print version of record."]
[null,null,null,"Nota di bibliografia","Includes bibliographical references and index."]
[null,null,"Nota di contenuto",null,"Preface and acknowledgments -- What is account planning? -- Situation analysis -- Understanding the customer -- Defining the target market -- Defining the benefit -- Brand personality -- Brand positioning -- The creative brief -- Media and account planning -- Measuring success -- Business-to-business case study: Recon software -- Packaged-goods case study: Chiffon margarine -- Retail case study : Kmart and Sears -- Index -- About the authors."]
[{"$nulls":4},"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."]
[null,null,null,"Sommario/riassunto","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."]