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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 | ||
| ||
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-9910813075503321 |
|
Kelley Larry D. <1955->
|
||
| Armonk, N.Y., : M.E. Sharpe, c2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Ethnography at work / / Brian Moeran
| Ethnography at work / / Brian Moeran |
| Autore | Moeran Brian <1944-> |
| Pubbl/distr/stampa | Abingdon, Oxon ; ; New York, NY : , : Routledge, Taylor & Francis Group, , 2020 |
| Descrizione fisica | 1 online resource (164 p.) |
| Disciplina |
305.8
659.1/11 |
| Soggetto topico |
Advertising agencies - Japan
Advertising - Japan Business anthropology - Japan Ethnology - Fieldwork - Japan |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-000-18353-X
1-003-08532-6 1-4742-1476-2 1-282-54565-5 9786612545658 1-84788-321-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Contents; Acknowledgements; Preface; Part I The Case; 1 It's in the Name; Part II The Theories; 2 Follow the Money; 3 Advertising Talk; 4 Impression Management; 5 Creativity and Constraints; 6 In Search of the Other; 7 Ethnography at Work; Notes; Bibliography; Index |
| Record Nr. | UNINA-9910451332103321 |
|
Moeran Brian <1944->
|
||
| Abingdon, Oxon ; ; New York, NY : , : Routledge, Taylor & Francis Group, , 2020 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Ethnography at work / / Brian Moeran
| Ethnography at work / / Brian Moeran |
| Autore | Moeran Brian <1944-> |
| Pubbl/distr/stampa | New York : , : Berg, , 2006 |
| Descrizione fisica | 1 online resource (164 p.) |
| Disciplina | 659.1/11 |
| Soggetto topico |
Advertising agencies - Japan
Advertising - Japan Business anthropology - Japan Ethnology - Fieldwork - Japan |
| ISBN |
1-00-308532-6
1-000-19016-1 1-000-18353-X 1-003-08532-6 1-4742-1476-2 1-282-54565-5 9786612545658 1-84788-321-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | The case -- It's in the name-- The theories -- Follow the money -- Advertising talk -- Impression management -- Constraints and creativity -- In search of the other -- Ethnography at work. |
| Record Nr. | UNINA-9910784738403321 |
|
Moeran Brian <1944->
|
||
| New York : , : Berg, , 2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Ethnography at work / / Brian Moeran
| Ethnography at work / / Brian Moeran |
| Autore | Moeran Brian <1944-> |
| Pubbl/distr/stampa | New York : , : Berg, , 2006 |
| Descrizione fisica | 1 online resource (164 p.) |
| Disciplina | 659.1/11 |
| Soggetto topico |
Advertising agencies - Japan
Advertising - Japan Business anthropology - Japan Ethnology - Fieldwork - Japan |
| ISBN |
1-00-308532-6
1-000-19016-1 1-000-18353-X 1-003-08532-6 1-4742-1476-2 1-282-54565-5 9786612545658 1-84788-321-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | The case -- It's in the name-- The theories -- Follow the money -- Advertising talk -- Impression management -- Constraints and creativity -- In search of the other -- Ethnography at work. |
| Record Nr. | UNINA-9910807386503321 |
|
Moeran Brian <1944->
|
||
| New York : , : Berg, , 2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Kellogg on Advertising and Media [[electronic resource]]
| Kellogg on Advertising and Media [[electronic resource]] |
| Autore | Calder Bobby J |
| Pubbl/distr/stampa | Chichester, : Wiley, 2008 |
| Descrizione fisica | 1 online resource (506 p.) |
| Disciplina |
659.1
659.1/11 659.111 |
| Soggetto topico |
Advertising
Advertising media planning Commerce Business & Economics |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-119-19815-1
1-118-42911-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Contents; Title; Copyright; Foreword; Introduction; Chapter 1: Media Engagement and Advertising Effectiveness; What is Engagement?; Identifying Media Experiences; Metrics for Measuring Media Experiences and Engagement; Engagement and Advertising Effectiveness; Potential Negative Effects of Engagement; Engagement with the Brand; Future of Brands; Appendix; Chapter 2: Making TV a Two-Way Street: Changing Viewer Engagement through Interaction; History of TV and Viewer Engagement; Making TV a Two-Way Street; iTV: The Engagement Builder; TV Interactivity = Viewer Engagement
Chapter 3: Advertising in the World of New MediaTechnological Advancement; Migration to Digital Content; View of the Past; View of the Future; Media Mix Changes; Chapter 4: Reinvention of TV Advertising; Evolving TV Landscape; Leveraging Enhanced TV Advertising; Marketing Impact of Enhanced TV Advertising; Conclusion; Chapter 5: Developments in Audience Measurement and Research 123; Changing World of Media and Measurement; New Developments in Audience Measurement; Political Economy of Audience Measurement; Chapter 6: Rethinking Message Strategies: The Difference between Thin and Thick Slicing Traditional Approaches to Effective CommunicationMeasuring Effects of Conscious Processing; Advertising Directed at Unconscious Processing; Measuring Effects of Unconscious Processing; Conclusion; Chapter 7: Managing the Unthinkable: What to Do When a Scandal Hits Your Brand; What is a Scandal?; Framework for Managing a Scandal; Spillover Brands; Conclusion; Appendix; Chapter 8: Managing Public Reputation; Concepts, Framework, and Processes; Conclusion; Chapter 9: The Contribution of Public Relations in the Future; Credibility; Public Relations as a Broader View of the Market Accountability and Measured PerformanceConclusion; Chapter 10: Using THREE I Media in Business-to-Business Marketing; Personal Selling Cycle in B-to-B Organizations; Expanding the Role of Marketing in B-to-B with Multimedia; New Enabling Role of Smart and Rich Multimedia-THREE I; THREE I Case Examples; Conclusion; Chapter 11: Communicating with Customers; Companies Need Both an Advertising Strategy and a Commitment Strategy; Managing Communication through Commitments; Designing a Commitment Strategy; Role of Internal Communications; Commitments and Integrated Marketing; Appendix Chapter 12: Changing the CompanyMarketing and Operating Systems; Marketing 1.0/2.0/3.0; Marketing Research and Development; Compensation; Chapter 13: The Integration of Advertising and Media Content: Ethical and Practical Considerations; Historical Perspective on Advertising and Media; Moving On; A Way Forward; Where to Draw the Line; The Fork in the Road; About the Contributors; Index |
| Record Nr. | UNINA-9910130570903321 |
|
Calder Bobby J
|
||
| Chichester, : Wiley, 2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Kellogg on Advertising and Media [[electronic resource]]
| Kellogg on Advertising and Media [[electronic resource]] |
| Autore | Calder Bobby J |
| Pubbl/distr/stampa | Chichester, : Wiley, 2008 |
| Descrizione fisica | 1 online resource (506 p.) |
| Disciplina |
659.1
659.1/11 659.111 |
| Soggetto topico |
Advertising
Advertising media planning Commerce Business & Economics |
| ISBN |
1-119-19815-1
1-118-42911-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Contents; Title; Copyright; Foreword; Introduction; Chapter 1: Media Engagement and Advertising Effectiveness; What is Engagement?; Identifying Media Experiences; Metrics for Measuring Media Experiences and Engagement; Engagement and Advertising Effectiveness; Potential Negative Effects of Engagement; Engagement with the Brand; Future of Brands; Appendix; Chapter 2: Making TV a Two-Way Street: Changing Viewer Engagement through Interaction; History of TV and Viewer Engagement; Making TV a Two-Way Street; iTV: The Engagement Builder; TV Interactivity = Viewer Engagement
Chapter 3: Advertising in the World of New MediaTechnological Advancement; Migration to Digital Content; View of the Past; View of the Future; Media Mix Changes; Chapter 4: Reinvention of TV Advertising; Evolving TV Landscape; Leveraging Enhanced TV Advertising; Marketing Impact of Enhanced TV Advertising; Conclusion; Chapter 5: Developments in Audience Measurement and Research 123; Changing World of Media and Measurement; New Developments in Audience Measurement; Political Economy of Audience Measurement; Chapter 6: Rethinking Message Strategies: The Difference between Thin and Thick Slicing Traditional Approaches to Effective CommunicationMeasuring Effects of Conscious Processing; Advertising Directed at Unconscious Processing; Measuring Effects of Unconscious Processing; Conclusion; Chapter 7: Managing the Unthinkable: What to Do When a Scandal Hits Your Brand; What is a Scandal?; Framework for Managing a Scandal; Spillover Brands; Conclusion; Appendix; Chapter 8: Managing Public Reputation; Concepts, Framework, and Processes; Conclusion; Chapter 9: The Contribution of Public Relations in the Future; Credibility; Public Relations as a Broader View of the Market Accountability and Measured PerformanceConclusion; Chapter 10: Using THREE I Media in Business-to-Business Marketing; Personal Selling Cycle in B-to-B Organizations; Expanding the Role of Marketing in B-to-B with Multimedia; New Enabling Role of Smart and Rich Multimedia-THREE I; THREE I Case Examples; Conclusion; Chapter 11: Communicating with Customers; Companies Need Both an Advertising Strategy and a Commitment Strategy; Managing Communication through Commitments; Designing a Commitment Strategy; Role of Internal Communications; Commitments and Integrated Marketing; Appendix Chapter 12: Changing the CompanyMarketing and Operating Systems; Marketing 1.0/2.0/3.0; Marketing Research and Development; Compensation; Chapter 13: The Integration of Advertising and Media Content: Ethical and Practical Considerations; Historical Perspective on Advertising and Media; Moving On; A Way Forward; Where to Draw the Line; The Fork in the Road; About the Contributors; Index |
| Record Nr. | UNINA-9910830840103321 |
|
Calder Bobby J
|
||
| Chichester, : Wiley, 2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Kellogg on Advertising and Media [[electronic resource]]
| Kellogg on Advertising and Media [[electronic resource]] |
| Autore | Calder Bobby J |
| Pubbl/distr/stampa | Chichester, : Wiley, 2008 |
| Descrizione fisica | 1 online resource (506 p.) |
| Disciplina |
659.1
659.1/11 659.111 |
| Soggetto topico |
Advertising
Advertising media planning Commerce Business & Economics |
| ISBN |
1-119-19815-1
1-118-42911-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Contents; Title; Copyright; Foreword; Introduction; Chapter 1: Media Engagement and Advertising Effectiveness; What is Engagement?; Identifying Media Experiences; Metrics for Measuring Media Experiences and Engagement; Engagement and Advertising Effectiveness; Potential Negative Effects of Engagement; Engagement with the Brand; Future of Brands; Appendix; Chapter 2: Making TV a Two-Way Street: Changing Viewer Engagement through Interaction; History of TV and Viewer Engagement; Making TV a Two-Way Street; iTV: The Engagement Builder; TV Interactivity = Viewer Engagement
Chapter 3: Advertising in the World of New MediaTechnological Advancement; Migration to Digital Content; View of the Past; View of the Future; Media Mix Changes; Chapter 4: Reinvention of TV Advertising; Evolving TV Landscape; Leveraging Enhanced TV Advertising; Marketing Impact of Enhanced TV Advertising; Conclusion; Chapter 5: Developments in Audience Measurement and Research 123; Changing World of Media and Measurement; New Developments in Audience Measurement; Political Economy of Audience Measurement; Chapter 6: Rethinking Message Strategies: The Difference between Thin and Thick Slicing Traditional Approaches to Effective CommunicationMeasuring Effects of Conscious Processing; Advertising Directed at Unconscious Processing; Measuring Effects of Unconscious Processing; Conclusion; Chapter 7: Managing the Unthinkable: What to Do When a Scandal Hits Your Brand; What is a Scandal?; Framework for Managing a Scandal; Spillover Brands; Conclusion; Appendix; Chapter 8: Managing Public Reputation; Concepts, Framework, and Processes; Conclusion; Chapter 9: The Contribution of Public Relations in the Future; Credibility; Public Relations as a Broader View of the Market Accountability and Measured PerformanceConclusion; Chapter 10: Using THREE I Media in Business-to-Business Marketing; Personal Selling Cycle in B-to-B Organizations; Expanding the Role of Marketing in B-to-B with Multimedia; New Enabling Role of Smart and Rich Multimedia-THREE I; THREE I Case Examples; Conclusion; Chapter 11: Communicating with Customers; Companies Need Both an Advertising Strategy and a Commitment Strategy; Managing Communication through Commitments; Designing a Commitment Strategy; Role of Internal Communications; Commitments and Integrated Marketing; Appendix Chapter 12: Changing the CompanyMarketing and Operating Systems; Marketing 1.0/2.0/3.0; Marketing Research and Development; Compensation; Chapter 13: The Integration of Advertising and Media Content: Ethical and Practical Considerations; Historical Perspective on Advertising and Media; Moving On; A Way Forward; Where to Draw the Line; The Fork in the Road; About the Contributors; Index |
| Record Nr. | UNINA-9910841122403321 |
|
Calder Bobby J
|
||
| Chichester, : Wiley, 2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Publicités à la carte : pour un choix stratégique des médias publicitaires / / Jacques Dorion, Jean Dumas
| Publicités à la carte : pour un choix stratégique des médias publicitaires / / Jacques Dorion, Jean Dumas |
| Autore | Dorion Jacques |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | Presses de l’Université de Montréal, 2010 |
| Descrizione fisica | 1 online resource (421 p.) |
| Disciplina | 659.1/11 |
| Collana | Paramètres |
| Soggetto topico |
Advertising media planning
Mass media and publicity Advertising, Newspaper |
| Soggetto non controllato |
marketing
médias communications publicité campagnes publicitaires internet gestion |
| ISBN |
2-7606-3084-6
2-8218-9814-2 2-7606-2600-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | fre |
| Nota di contenuto | Préface de la deuxième édition -- Mise en contexte -- Prologue -- 1re semaine de stage : les acteurs -- 2e semaine de stage : le cas d'un annonceur local -- 3e semaine de stage : les médias de proximité -- 4e semaine de stage : les journaux -- 5e semaine de stage : la radio -- 6e semaine de stage : une judicieuse combinaison de médias -- Transition -- 7e semaine de stage : un annonceur national -- 8e semaine de stage : la télévision -- 9e semaine de stage : le numérique -- 10e semaine de stage : les magazines -- 11e semaine de stage : la publicité sur les lieux d'affluence -- 12e semaine de stage : la créativité média -- 13e semaine de stage : les talents d'un planificateur média -- Épilogue. |
| Record Nr. | UNINA-9910252742803321 |
|
Dorion Jacques
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| Presses de l’Université de Montréal, 2010 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||