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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 |
|
Kelley Larry D. <1955->
|
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| Armonk, N.Y., : M.E. Sharpe, c2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The best digital marketing campaigns in the world II : mastering the art of customer engagement / / Damian Ryan
| The best digital marketing campaigns in the world II : mastering the art of customer engagement / / Damian Ryan |
| Autore | Ryan Damian |
| Pubbl/distr/stampa | London, England : , : Kogan Page, , 2014 |
| Descrizione fisica | 1 online resource (266 p.) |
| Disciplina |
658.8/72
658.872 |
| Soggetto topico |
Internet marketing
Advertising campaigns Social media Marketing - Management |
| ISBN | 0-7494-6969-2 |
| Classificazione | BUS043000BUS090010BUS002000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Contents; Acknowledgements; About this book; Digital marketing is dead - no it's alive - no it's all integrated now... eh?; Case Study 1 Volkswagen BlueMotion Roulette; Case Study 2 How Social Saved Water; Case Study 3 Oxford and Cambridge Boat Race; Case Study 4 Faktum HotelS; Case Study 5 JetBlue GETAWAYS; Case Study 6 Heinz Beanz for Grown Upz; Case Study 7 Harley-Davidson's Open Road Festival; Case Study 8 McDonald's. Our Food. Your Questions; Case Study 9 Heathrow Boutique; Case Study 10 Activia; Case Study 11 Deutsche Telekom; Case Study 12 Nike 10k Run; Case Study 13 Red Bull Stratos
Case Study 14 Chickasaw Country Case Study 15 Barclaycard 'Toys Unleashed'; Case Study 16 Avaya; Case Study 17 Bodyform; Case Study 18 Koozai; Case Study 19 KWV 3 Brandy; Case Study 20 Britain's Best Office Dog; Case Study 21 Ikea: Moving the Store; Case Study 22 Green for Go!; Case Study 23 The Tweet Shop; Case Study 24 O2 Rugby; Case Study 25 Samsung Facebook Activation; Case Study 26 Lufthansa Boeing 747-8; Case Study 27 Fortnum & Mason; Case Study 28 Louisville Slugger; Case Study 29 Screwfix; Case Study 30 Polowers; Case Study 31 Peugeot: Let Your Body Drive Case Study 32 Hobart: Get Back to Scratch Case Study 33 Freshersfields.com; Case Study 34 Nature valley trailview.com; Case Study 35 'The Walking Dead' Kill Count; Case Study 36 8a Store; Case Study 37 UEFA Europa League; Case Study 38 Digicel; Case Study 39 Axe Wingman; Case Study 40 BBC Africa; What's next?; Index |
| Record Nr. | UNISA-996339125403316 |
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Ryan Damian
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| London, England : , : Kogan Page, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
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Introduction to marketing communication : an integrated approach / John Burnett, Sandra Moriarty
| Introduction to marketing communication : an integrated approach / John Burnett, Sandra Moriarty |
| Autore | Burnett, John |
| Pubbl/distr/stampa | Upper Saddle River, N.J. : Prentice Hall, c1998 |
| Descrizione fisica | 1 v. (various pagings) : ill. (some col.) ; 27 cm |
| Disciplina | 658.8 |
| Altri autori (Persone) | Moriarty, Sandra Ernstauthor |
| Soggetto topico |
Communication in marketing
Advertising campaigns |
| ISBN | 0132690853 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNISALENTO-991004025759707536 |
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Burnett, John
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| Upper Saddle River, N.J. : Prentice Hall, c1998 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. del Salento | ||
| ||
Newsjacking posdigital : el secuestro de noticias en la estrategia de comunicación / / Patricia Coll, Josep Lluís Micó ; Prólogo de Toñi Herrero
| Newsjacking posdigital : el secuestro de noticias en la estrategia de comunicación / / Patricia Coll, Josep Lluís Micó ; Prólogo de Toñi Herrero |
| Autore | Coll Patricia |
| Pubbl/distr/stampa | Barcelona : , : Editorial UOC, , [2019] |
| Descrizione fisica | 1 online resource (146 pages) |
| Disciplina | 659.113 |
| Collana | Comunicación |
| Soggetto topico |
Advertising campaigns
Internet marketing Mass media - Moral and ethical aspects |
| ISBN | 84-9180-613-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | spa |
| Nota di contenuto | Newsjacking posdigital: el secuestro de noticias en la estrategia de comunicación -- Página legal -- Índice -- Prólogo -- Introducción : El newsjacking y la comunicación -- Capítulo I -- Capítulo II -- Capítulo III -- Capítulo IV -- Capítulo V -- Capítulo VI -- Capítulo VII -- Capítulo VIII -- Capítulo IX -- Capítulo X -- Epílogo. |
| Record Nr. | UNINA-9910795769803321 |
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Coll Patricia
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| Barcelona : , : Editorial UOC, , [2019] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Newsjacking posdigital : el secuestro de noticias en la estrategia de comunicación / / Patricia Coll, Josep Lluís Micó ; Prólogo de Toñi Herrero
| Newsjacking posdigital : el secuestro de noticias en la estrategia de comunicación / / Patricia Coll, Josep Lluís Micó ; Prólogo de Toñi Herrero |
| Autore | Coll Patricia |
| Pubbl/distr/stampa | Barcelona : , : Editorial UOC, , [2019] |
| Descrizione fisica | 1 online resource (146 pages) |
| Disciplina | 659.113 |
| Collana | Comunicación |
| Soggetto topico |
Advertising campaigns
Internet marketing Mass media - Moral and ethical aspects |
| ISBN | 84-9180-613-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | spa |
| Nota di contenuto | Newsjacking posdigital: el secuestro de noticias en la estrategia de comunicación -- Página legal -- Índice -- Prólogo -- Introducción : El newsjacking y la comunicación -- Capítulo I -- Capítulo II -- Capítulo III -- Capítulo IV -- Capítulo V -- Capítulo VI -- Capítulo VII -- Capítulo VIII -- Capítulo IX -- Capítulo X -- Epílogo. |
| Record Nr. | UNINA-9910813496403321 |
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Coll Patricia
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| Barcelona : , : Editorial UOC, , [2019] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
PROMO
| PROMO |
| Pubbl/distr/stampa | Danbury, CT, : Smith Communications |
| Descrizione fisica | 1 online resource |
| Disciplina | 659.1/05 |
| Soggetto topico |
Advertising campaigns
Advertising Market surveys |
| Soggetto genere / forma | Periodicals. |
| Formato | Materiale a stampa |
| Livello bibliografico | Periodico |
| Lingua di pubblicazione | eng |
| Altri titoli varianti | PROMO magazine |
| Record Nr. | UNISA-996217261903316 |
| Danbury, CT, : Smith Communications | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
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PROMO
| PROMO |
| Pubbl/distr/stampa | Danbury, CT, : Smith Communications |
| Descrizione fisica | 1 online resource |
| Disciplina | 659.1/05 |
| Soggetto topico |
Advertising campaigns
Advertising Market surveys |
| Soggetto genere / forma | Periodicals. |
| Formato | Materiale a stampa |
| Livello bibliografico | Periodico |
| Lingua di pubblicazione | eng |
| Altri titoli varianti | PROMO magazine |
| Record Nr. | UNINA-9910223939903321 |
| Danbury, CT, : Smith Communications | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Public information campaigns & opinion research [[electronic resource] ] : a handbook for the student & practitioner / / edited by Hans-Dieter Klingemann and Andrea Ro?mmele
| Public information campaigns & opinion research [[electronic resource] ] : a handbook for the student & practitioner / / edited by Hans-Dieter Klingemann and Andrea Ro?mmele |
| Pubbl/distr/stampa | London, : SAGE, 2002 |
| Descrizione fisica | 1 online resource (208 p.) |
| Disciplina | 659.1/932 |
| Altri autori (Persone) |
KlingemannHans-Dieter
Ro?mmeleAndrea <1967-> |
| Soggetto topico |
Advertising, Political
Political campaigns Public opinion polls Communication in politics Advocacy advertising Advertising campaigns |
| Soggetto genere / forma | Electronic books. |
| ISBN |
0-85702-453-1
1-280-36995-7 9786610369959 1-4129-3264-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
""Cover""; ""Contents""; ""List of Contributors""; ""List of Figures""; ""List of Tables""; ""Foreword""; ""Campaigns and Surveys: An Introduction""; ""Part I: Communicating the message: theoretical approaches""; ""Chapter 1 - Information and Communication Campaigns: Linking Theory to Practice""; ""Chapter 2 - Modelling and Evaluating Public Relations Campaigns""; ""Chapter 3 - Towards a Theory of Campaigns: The Role of Opinion Leaders""; ""Part II: Planning and implementing national campaigns""
""Chapter 4 - The Importance of Research in Planning and Developing Communications Campaigns: The UK Government Home Office Smoke Alarms Campaign""""Chapter 5 - Planning and Implementing a National campaign: Two Campaigns by the National Farmers Union""; ""Chapter 6 - Public Opinion Information and Campaign Strategies: An American Case Study""; ""Part III: Planning and implementing international campaigns""; ""Chapter 7 - Communicating 'Europe': Implications for Multi-Level Governance in the European Union"" ""Chapter 8 - Campaign Practices and Survey Use in the European Commission: The Eurobarometer Survey""""Chapter 9 - The Role of Survey Research in International Campaigns: What Can be Learnt From Case Studies?""; ""Part IV: Assessment of Effects""; ""Chapter 10 - Effective Campaign Assessment: How to Learn From Your Failures""; ""Chapter 11 - Using Survey Research to Determine the Effects of a Campaign""; ""Chapter 12 - Using Market Research Techniques to Determine Campaign Effects""; ""Conclusion"" ""Chapter 13 - Using Survey Research i Campaigns: A Summary and Checklist for the Student and Campaign Practitioner""""Index"" |
| Record Nr. | UNINA-9910450300103321 |
| London, : SAGE, 2002 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Public information campaigns & opinion research : a handbook for the student & practitioner / / edited by Hans-Dieter Klingemann and Andrea Römmele
| Public information campaigns & opinion research : a handbook for the student & practitioner / / edited by Hans-Dieter Klingemann and Andrea Römmele |
| Pubbl/distr/stampa | London : , : SAGE, , 2002 |
| Descrizione fisica | 1 online resource (xiv, 193 pages) : charts |
| Disciplina | 659.1932 |
| Altri autori (Persone) |
KlingemannHans-Dieter
RömmeleAndrea <1967-> |
| Soggetto topico |
Advertising, Political
Political campaigns Public opinion polls Communication in politics Advertising campaigns |
| ISBN |
0-85702-453-1
1-280-36995-7 9786610369959 1-4129-3264-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
""Cover""; ""Contents""; ""List of Contributors""; ""List of Figures""; ""List of Tables""; ""Foreword""; ""Campaigns and Surveys: An Introduction""; ""Part I: Communicating the message: theoretical approaches""; ""Chapter 1 - Information and Communication Campaigns: Linking Theory to Practice""; ""Chapter 2 - Modelling and Evaluating Public Relations Campaigns""; ""Chapter 3 - Towards a Theory of Campaigns: The Role of Opinion Leaders""; ""Part II: Planning and implementing national campaigns""
""Chapter 4 - The Importance of Research in Planning and Developing Communications Campaigns: The UK Government Home Office Smoke Alarms Campaign"" ""Chapter 5 - Planning and Implementing a National campaign: Two Campaigns by the National Farmers Union""; ""Chapter 6 - Public Opinion Information and Campaign Strategies: An American Case Study""; ""Part III: Planning and implementing international campaigns""; ""Chapter 7 - Communicating 'Europe': Implications for Multi-Level Governance in the European Union"" ""Chapter 8 - Campaign Practices and Survey Use in the European Commission: The Eurobarometer Survey"" ""Chapter 9 - The Role of Survey Research in International Campaigns: What Can be Learnt From Case Studies?""; ""Part IV: Assessment of Effects""; ""Chapter 10 - Effective Campaign Assessment: How to Learn From Your Failures""; ""Chapter 11 - Using Survey Research to Determine the Effects of a Campaign""; ""Chapter 12 - Using Market Research Techniques to Determine Campaign Effects""; ""Conclusion""; ""Chapter 13 - Using Survey Research i Campaigns: A Summary and Checklist for the Student and Campaign Practitioner"" ""Index"" |
| Record Nr. | UNINA-9910783243703321 |
| London : , : SAGE, , 2002 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
