Advertising account planning a practical guide /
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| Main Author: | |
|---|---|
| Corporate Author: | |
| Other Authors: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Armonk, N.Y. :
M.E. Sharpe,
c2006.
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| Subjects: | |
| Online Access: | An electronic book accessible through the World Wide Web; click to view |
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| 001 | 0000092530 | ||
| 005 | 20171002054737.0 | ||
| 006 | m u | ||
| 007 | cr cn||||||||| | ||
| 008 | 060201s2006 nyua sb 001 0ceng | ||
| 010 | |z 2006003659 | ||
| 020 | |z 0765617293 (cloth : alk. paper) | ||
| 035 | |a (CaPaEBR)ebr10178054 | ||
| 035 | |a (OCoLC)272563338 | ||
| 040 | |a CaPaEBR |c CaPaEBR | ||
| 050 | 1 | 4 | |a HF5823 |b .K344 2006eb |
| 082 | 0 | 4 | |a 659.1/11 |2 22 |
| 100 | 1 | |a Kelley, Larry D., |d 1955- | |
| 245 | 1 | 0 | |a Advertising account planning |h [electronic resource] : |b a practical guide / |c Larry D. Kelley and Donald W. Jugenheimer. |
| 260 | |a Armonk, N.Y. : |b M.E. Sharpe, |c c2006. | ||
| 300 | |a viii, 156 p. : |b ill. | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a 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. | |
| 505 | 0 | |a 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. | |
| 533 | |a Electronic reproduction. |b Palo Alto, Calif. : |c ebrary, |d 2013. |n Available via World Wide Web. |n Access may be limited to ebrary affiliated libraries. | ||
| 650 | 0 | |a Advertising. | |
| 650 | 0 | |a Advertising |x Management. | |
| 650 | 0 | |a Advertising campaigns. | |
| 655 | 7 | |a Electronic books. |2 local | |
| 700 | 1 | |a Jugenheimer, Donald W. | |
| 710 | 2 | |a ebrary, Inc. | |
| 856 | 4 | 0 | |u http://site.ebrary.com/lib/daystar/Doc?id=10178054 |z An electronic book accessible through the World Wide Web; click to view |
| 908 | |a 170314 | ||
| 942 | 0 | 0 | |c EB |
| 999 | |c 81685 |d 81685 | ||