Advertising account planning : a practical guide / Larry D. Kelley and Donald W. Jugenheimer.
2006
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Author
Uniform Title
Ebrary electronic monographs.
Title
Advertising account planning : a practical guide / Larry D. Kelley and Donald W. Jugenheimer.
Added Author
Added Corporate Author
Imprint
Armonk, N.Y. : M.E. Sharpe, [2006]
Copyright
©2006
Description
viii, 156 pages : illustrations ; 24 cm
Formatted Contents Note
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.
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.
Bibliography, etc. Note
Includes bibliographical references and index.
Linked Resources
Language
English
Reproduction
Electronic reproduction. Palo Alto, Calif. : ebrary, 2007. Available via World Wide Web. Access may be limited to ebrary affiliated libraries.
ISBN
0765617293 cloth alkaline paper
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