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Bestseller
BestsellerE-book
Author Kelley, Larry D., 1955-

Title Advertising account planning : a practical guide / Larry D. Kelley and Donald W. Jugenheimer.

Publication Info. Armonk, N.Y. : M.E. Sharpe, [2006]
©2006

Item Status

Description 1 online resource (viii, 156 pages) : illustrations
data file
Bibliography
Physical Medium polychrome
Bibliography Includes bibliographical references and index.
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 -- About the authors.
Summary 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.
Local Note eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America
Subject Advertising.
Advertising.
Advertising -- Management.
Advertising -- Management.
Advertising campaigns.
Advertising campaigns.
Genre/Form Electronic books.
Computer network resources.
Electronic books.
Biographies.
Biographies.
Added Author Jugenheimer, Donald W.
Other Form: Print version: Kelley, Larry D., 1955- Advertising account planning. Armonk, N.Y. : M.E. Sharpe, ©2006 (DLC) 2006003659
ISBN 9780765622099 (electronic book)
0765622092 (electronic book)
1280912790
9781280912795
9780765617293 (cloth ; alkaline paper)
0765617293 (cloth ; alkaline paper)