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Advertising account planning a practical guide /

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Bibliografiske detaljer
Hovedforfatter: Kelley, Larry D., 1955-
Institution som forfatter: ebrary, Inc
Andre forfattere: Jugenheimer, Donald W.
Format: Electronisk eBog
Sprog:engelsk
Udgivet: Armonk, N.Y. : M.E. Sharpe, c2006.
Fag:
Advertising.
Advertising > Management.
Advertising campaigns.
Electronic books.
Online adgang:An electronic book accessible through the World Wide Web; click to view
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Indholdsfortegnelse:
  • 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.

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