Advertising account planning [[electronic resource] ] : a practical guide / / Larry D. Kelley and Donald W. Jugenheimer

• Autore: Kelley Larry D. <1955->
• Pubblicazione: Armonk, N.Y., : M.E. Sharpe, c2006
• Descrizione fisica: 1 online resource (168 p.)
• Disciplina: 659.1/11
• Soggetto topico: Advertising; Advertising - Management; Advertising campaigns
• Altri autori: JugenheimerDonald W
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: 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.
• 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.
• Titolo autorizzato: Advertising account planning
• ISBN: 1-280-91279-0; 9786610912797; 0-7656-2209-2
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910784475203321
• Lo trovi qui: Univ. Federico II