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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Table of 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.
- 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.