Advertising account planning : a practical guide

Larry D. Kelley and Donald W. Jugenheimer

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

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Year of publication:	c2006
Authors:	Kelley, Larry D.
Other Persons:	Jugenheimer, Donald W. (contributor)
Publisher:	Armonk, N.Y : M.E. Sharpe
Subject:	Werbung \| Advertising \| Werbewirtschaft \| Advertising industry \| Werbeplanung \| Advertising planning
Description of contents:	Table of Contents [gbv.de]

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Extent:	Online-Ressource (viii, 156 p) ill 24 cm
Type of publication:	Book / Working Paper
Language:	English
Notes:	Includes bibliographical references and index Contents; Preface and Acknowledgments; Chapter 1 What Is Account Planning?; Chapter 2 Situation Analysis; Chapter 3 Understanding the Customer; Chapter 4 Defining the Target Market; Chapter 5 Defining the Benefit; Chapter 6 Brand Personality; Chapter 7 Brand Positioning; Chapter 8 The Creative Brief; Chapter 9 Media and Account Planning; Chapter 10 Measuring Success; Chapter 11 Business-to-Business Case Study: Recon Software; Chapter 12 Packaged-Goods Case Study: Chiffon Margarine; Chapter 13 Retail Case Study: Kmart and Sears; Index; About the Authors Electronic reproduction; Available via World Wide Web
ISBN:	0-7656-1729-3 ; 978-0-7656-1729-3
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012673628