Advertising account planning : a practical guide /

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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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Kelley, Larry D., 1955-
Otros Autores: Jugenheimer, Donald W.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Armonk, N.Y. : M.E. Sharpe, ©2006.
Temas:
Advertising.
Advertising > Management.
Advertising campaigns.
Publicité > Gestion.
Campagnes publicitaires.
advertising campaigns.
Computer network resources.
collective biographies.
Biographies.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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