Description |
1 online resource (viii, 156 pages) : illustrations |
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data file |
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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.
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Advertising. |
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Advertising -- Management.
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Advertising -- Management. |
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Advertising campaigns.
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Advertising campaigns. |
Genre/Form |
Electronic books.
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Computer network resources.
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Electronic books.
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Biographies.
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Biographies.
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Added Author |
Jugenheimer, Donald W.
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Other Form: |
Print version: Kelley, Larry D., 1955- Advertising account planning. Armonk, N.Y. : M.E. Sharpe, ©2006 (DLC) 2006003659 |
ISBN |
9780765622099 (electronic book) |
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0765622092 (electronic book) |
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1280912790 |
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9781280912795 |
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9780765617293 (cloth ; alkaline paper) |
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0765617293 (cloth ; alkaline paper) |
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