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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->
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| 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 |
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Kelley Larry D. <1955->
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||
| Armonk, N.Y., : M.E. Sharpe, c2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Consumer behaviour and advertising management [[electronic resource] /] / Matin Khan
| Consumer behaviour and advertising management [[electronic resource] /] / Matin Khan |
| Autore | Khan Matin A |
| Pubbl/distr/stampa | New Delhi, : New Age International (P) Ltd., Publishers, c2006 |
| Descrizione fisica | 1 online resource (391 p.) |
| Disciplina |
658.8/342
658.8342 |
| Soggetto topico |
Consumer behavior
Advertising - Management |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-282-07401-6
9786612074011 81-224-2552-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | pt. 1. Consumer behaviour -- pt. 2. Advertising management. |
| Record Nr. | UNINA-9910454409103321 |
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Khan Matin A
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| New Delhi, : New Age International (P) Ltd., Publishers, c2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Consumer behaviour and advertising management [[electronic resource] /] / Matin Khan
| Consumer behaviour and advertising management [[electronic resource] /] / Matin Khan |
| Autore | Khan Matin A |
| Pubbl/distr/stampa | New Delhi, : New Age International (P) Ltd., Publishers, c2006 |
| Descrizione fisica | 1 online resource (391 p.) |
| Disciplina |
658.8/342
658.8342 |
| Soggetto topico |
Consumer behavior
Advertising - Management |
| ISBN |
1-282-07401-6
9786612074011 81-224-2552-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | pt. 1. Consumer behaviour -- pt. 2. Advertising management. |
| Record Nr. | UNINA-9910782880503321 |
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Khan Matin A
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| New Delhi, : New Age International (P) Ltd., Publishers, c2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
A master class in brand planning [[electronic resource] ] : the timeless works of Stephen King / / edited by Judie Lannon, Merry Baskin
| A master class in brand planning [[electronic resource] ] : the timeless works of Stephen King / / edited by Judie Lannon, Merry Baskin |
| Autore | King Stephen <1931-2006.> |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Chichester, West Sussex, England ; ; Hoboken, NJ, : John Wiley & Sons, c2007 |
| Descrizione fisica | 1 online resource (397 p.) |
| Disciplina | 658.8/27 |
| Altri autori (Persone) |
LannonJudie
BaskinMerry |
| Soggetto topico |
Branding (Marketing) - Management
New products Brand name products Advertising - Management Marketing research |
| ISBN |
1-119-20871-8
1-282-34290-8 9786612342905 0-470-72521-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
A Master Class in Brand Planning; Contents; Introduction; About the Book: How it Happened; Acknowledgements; About the Contributors; PART I PLANNING: ROLE AND STRUCTURE; 1 Who Do You Think You Are?; 2 How Brands and the Skills of Branding have Flowered; 3 The Price of Freedom is Eternal Vigilance; 4 The Market's Evolved, Why Hasn't Planning?; 5 Learning and Improvement, Not Proof and Magic Solutions; 6 The Media Planner's Revenge; PART II PLANNING: CRAFT SKILLS; 7 A Revolutionary Challenge to Conventional Wisdom; 8 Four of the Wisest Principles You Will Ever Read; 9 JWT's Debt to Stephen King
10 Short-Term Effects may be Easier to Measure but Long-Term Effects are More Important PART III MARKET RESEARCH; 11 A Theory that Built a Company; 12 The Great Bridge Builder: Searching for Order out of Chaos; 13 You Can't Make Sense of Facts until you've Had an Idea; 14 Measuring Public Opinion in an Individualistic World; 15 The Perfect Role Model for Researchers Today; PART IV MARKETING - GENERAL; 16 Old Brands Never Die. They Just get Sold for a Huge Profit; 17 The Retail Revolution gets Underway; 18 A Robust Defence of what Brand Advertising is For; 19 The Train to Strawberry Hill (1744) 20 A Challenge to Change Behaviour -- Resume of Stephen King's life -- Index. |
| Record Nr. | UNINA-9910146101303321 |
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King Stephen <1931-2006.>
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| Chichester, West Sussex, England ; ; Hoboken, NJ, : John Wiley & Sons, c2007 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
A master class in brand planning : the timeless works of Stephen King / / edited by Judie Lannon, Merry Baskin
| A master class in brand planning : the timeless works of Stephen King / / edited by Judie Lannon, Merry Baskin |
| Autore | King Stephen <1931-2006.> |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Chichester, West Sussex, England ; ; Hoboken, NJ, : John Wiley & Sons, c2007 |
| Descrizione fisica | 1 online resource (397 p.) |
| Disciplina | 658.8/27 |
| Altri autori (Persone) |
LannonJudie
BaskinMerry |
| Soggetto topico |
Branding (Marketing) - Management
New products Brand name products Advertising - Management Marketing research |
| ISBN |
9786612342905
9781119208716 1119208718 9781282342903 1282342908 9780470725214 0470725214 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
A Master Class in Brand Planning; Contents; Introduction; About the Book: How it Happened; Acknowledgements; About the Contributors; PART I PLANNING: ROLE AND STRUCTURE; 1 Who Do You Think You Are?; 2 How Brands and the Skills of Branding have Flowered; 3 The Price of Freedom is Eternal Vigilance; 4 The Market's Evolved, Why Hasn't Planning?; 5 Learning and Improvement, Not Proof and Magic Solutions; 6 The Media Planner's Revenge; PART II PLANNING: CRAFT SKILLS; 7 A Revolutionary Challenge to Conventional Wisdom; 8 Four of the Wisest Principles You Will Ever Read; 9 JWT's Debt to Stephen King
10 Short-Term Effects may be Easier to Measure but Long-Term Effects are More Important PART III MARKET RESEARCH; 11 A Theory that Built a Company; 12 The Great Bridge Builder: Searching for Order out of Chaos; 13 You Can't Make Sense of Facts until you've Had an Idea; 14 Measuring Public Opinion in an Individualistic World; 15 The Perfect Role Model for Researchers Today; PART IV MARKETING - GENERAL; 16 Old Brands Never Die. They Just get Sold for a Huge Profit; 17 The Retail Revolution gets Underway; 18 A Robust Defence of what Brand Advertising is For; 19 The Train to Strawberry Hill (1744) 20 A Challenge to Change Behaviour -- Resume of Stephen King's life -- Index. |
| Record Nr. | UNINA-9910810912003321 |
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King Stephen <1931-2006.>
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| Chichester, West Sussex, England ; ; Hoboken, NJ, : John Wiley & Sons, c2007 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Our Master's Voice : Advertising / / James Rorty, Jefferson Pooley
| Our Master's Voice : Advertising / / James Rorty, Jefferson Pooley |
| Autore | Rorty James |
| Pubbl/distr/stampa | Bethlehem : , : Mediastudies.press, , 2020 |
| Descrizione fisica | 1 online resource |
| Disciplina | 659.1 |
| Soggetto topico | Advertising - Management |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Altri titoli varianti | Our Master’s Voice |
| Record Nr. | UNINA-9910477224203321 |
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Rorty James
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| Bethlehem : , : Mediastudies.press, , 2020 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Strategic advertising management / / Larry Percy, Richard Rosenbaum-Elliott [[electronic resource]]
| Strategic advertising management / / Larry Percy, Richard Rosenbaum-Elliott [[electronic resource]] |
| Autore | Percy Larry |
| Edizione | [Sixth edition] |
| Pubbl/distr/stampa | Oxford : , : Oxford University Press, , 2023 |
| Descrizione fisica | 1 online resource (xxi, 288 p.) : ill |
| Disciplina | 659.1 |
| Collana | Business trove |
| Soggetto topico |
Advertising - Management
Sales promotion |
| ISBN |
0-19-196891-9
0-19-257257-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Part one Overview of advertising and promotion -- 1. What is advertising and promotion? -- 2. Perspectives on advertising -- Part two Planning considerations -- 3. What it takes for successful advertising and promotion -- 4. The strategic planning process -- Part three Laying the foundation -- 5. Target audience considerations -- 6. Consumer decision-making -- 7. Positioning strategy -- 8. Communication strategy -- 9. Media strategy -- Part four Making it work -- 10. Processing the message -- 11. Creative tactics -- 12. Promotion tactics -- 13. Creative execution -- 14. Integrating advertising and promotion -- Index. |
| Record Nr. | UNISA-996442347803316 |
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Percy Larry
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| Oxford : , : Oxford University Press, , 2023 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
| ||
Strategic advertising management [[electronic resource] /] / Larry Percy, John R. Rossiter, Richard Elliott
| Strategic advertising management [[electronic resource] /] / Larry Percy, John R. Rossiter, Richard Elliott |
| Autore | Percy Larry |
| Pubbl/distr/stampa | Oxford, : OUP, 2001 |
| Descrizione fisica | 1 online resource (xxi, 288 p.) : ill |
| Disciplina | 659.1 |
| Altri autori (Persone) |
RossiterJohn R
ElliottRichard H |
| Soggetto topico |
Strategic planning
Advertising - Management Sales promotion Communication in marketing |
| ISBN |
9781684696543 (e-book)
9780198782322 (pbk.) |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Part one Overview of advertising and promotion -- 1. What is advertising and promotion? -- 2. Perspectives on advertising -- Part two Planning considerations -- 3. What it takes for successful advertising and promotion -- 4. The strategic planning process -- Part three Laying the foundation -- 5. Target audience considerations -- 6. Consumer decision-making -- 7. Positioning strategy -- 8. Communication strategy -- 9. Media strategy -- Part four Making it work -- 10. Processing the message -- 11. Creative tactics -- 12. Promotion tactics -- 13. Creative execution -- 14. Integrating advertising and promotion -- Index. |
| Record Nr. | UNISA-996312637203316 |
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Percy Larry
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| Oxford, : OUP, 2001 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
| ||
Strategic advertising management [[electronic resource] /] / Larry Percy, John R. Rossiter, Richard Elliott
| Strategic advertising management [[electronic resource] /] / Larry Percy, John R. Rossiter, Richard Elliott |
| Autore | Percy Larry |
| Pubbl/distr/stampa | Oxford, : OUP, 2001 |
| Descrizione fisica | 1 online resource (xxi, 288 p.) : ill |
| Disciplina | 659.1 |
| Altri autori (Persone) |
RossiterJohn R
ElliottRichard H |
| Soggetto topico |
Strategic planning
Advertising - Management Sales promotion Communication in marketing |
| ISBN |
9781684696543 (e-book)
9780198782322 (pbk.) |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Part one Overview of advertising and promotion -- 1. What is advertising and promotion? -- 2. Perspectives on advertising -- Part two Planning considerations -- 3. What it takes for successful advertising and promotion -- 4. The strategic planning process -- Part three Laying the foundation -- 5. Target audience considerations -- 6. Consumer decision-making -- 7. Positioning strategy -- 8. Communication strategy -- 9. Media strategy -- Part four Making it work -- 10. Processing the message -- 11. Creative tactics -- 12. Promotion tactics -- 13. Creative execution -- 14. Integrating advertising and promotion -- Index. |
| Record Nr. | UNISA-996526877003316 |
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Percy Larry
|
||
| Oxford, : OUP, 2001 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
| ||
