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Advertising account planning [[electronic resource] ] : a practical guide / / Larry D. Kelley and Donald W. Jugenheimer
| Advertising account planning [[electronic resource] ] : a practical guide / / Larry D. Kelley and Donald W. Jugenheimer |
| Autore | Kelley Larry D. <1955-> |
| Pubbl/distr/stampa | Armonk, N.Y., : M.E. Sharpe, c2006 |
| Descrizione fisica | 1 online resource (168 p.) |
| Disciplina | 659.1/11 |
| Altri autori (Persone) | JugenheimerDonald W |
| Soggetto topico |
Advertising
Advertising - Management Advertising campaigns |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-280-91279-0
9786610912797 0-7656-2209-2 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| 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. |
| Record Nr. | UNINA-9910457572103321 |
Kelley Larry D. <1955->
|
||
| Armonk, N.Y., : M.E. Sharpe, c2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Advertising account planning [[electronic resource] ] : a practical guide / / Larry D. Kelley and Donald W. Jugenheimer
| Advertising account planning [[electronic resource] ] : a practical guide / / Larry D. Kelley and Donald W. Jugenheimer |
| Autore | Kelley Larry D. <1955-> |
| Pubbl/distr/stampa | Armonk, N.Y., : M.E. Sharpe, c2006 |
| Descrizione fisica | 1 online resource (168 p.) |
| Disciplina | 659.1/11 |
| Altri autori (Persone) | JugenheimerDonald W |
| Soggetto topico |
Advertising
Advertising - Management Advertising campaigns |
| ISBN |
1-280-91279-0
9786610912797 0-7656-2209-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| 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. |
| Record Nr. | UNINA-9910784475203321 |
|
Kelley Larry D. <1955->
|
||
| Armonk, N.Y., : M.E. Sharpe, c2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||