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



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Autore: Kelley Larry D. <1955-> Visualizza persona
Titolo: Advertising account planning [[electronic resource] ] : a practical guide / / Larry D. Kelley and Donald W. Jugenheimer Visualizza cluster
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  Visualizza cluster
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
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