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Advertising account planning : a practical guide /
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 su...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Armonk, N.Y. :
M.E. Sharpe,
©2006.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 100 | 1 | |a Kelley, Larry D., |d 1955- | |
| 245 | 1 | 0 | |a Advertising account planning : |b a practical guide / |c Larry D. Kelley and Donald W. Jugenheimer. |
| 260 | |a Armonk, N.Y. : |b M.E. Sharpe, |c ©2006. | ||
| 300 | |a 1 online resource (viii, 156 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
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| 347 | |a data file | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a 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. | |
| 588 | 0 | |a Print version record. | |
| 520 | |a 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. | ||
| 590 | |a eBooks on EBSCOhost |b EBSCO eBook Subscription Academic Collection - Worldwide | ||
| 650 | 0 | |a Advertising. | |
| 650 | 0 | |a Advertising |x Management. | |
| 650 | 0 | |a Advertising campaigns. | |
| 650 | 6 | |a Publicité |x Gestion. | |
| 650 | 6 | |a Campagnes publicitaires. | |
| 650 | 7 | |a advertising campaigns. |2 aat | |
| 650 | 7 | |a Advertising. |2 fast |0 (OCoLC)fst00797511 | |
| 650 | 7 | |a Advertising campaigns. |2 fast |0 (OCoLC)fst00797831 | |
| 650 | 7 | |a Advertising |x Management. |2 fast |0 (OCoLC)fst00797692 | |
| 655 | 4 | |a Computer network resources. | |
| 655 | 7 | |a collective biographies. |2 aat | |
| 655 | 7 | |a Biographies. |2 fast |0 (OCoLC)fst01919896 | |
| 655 | 7 | |a Biographies. |2 lcgft | |
| 655 | 7 | |a Biographies. |2 rvmgf | |
| 700 | 1 | |a Jugenheimer, Donald W. | |
| 776 | 0 | 8 | |i Print version: |a Kelley, Larry D., 1955- |t Advertising account planning. |d Armonk, N.Y. : M.E. Sharpe, ©2006 |w (DLC) 2006003659 |
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