Advertising account planning : a practical guide / / Larry D. Kelley and Donald W. Jugenheimer.
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| Year of Publication: | 2006 |
| Language: | English |
| Online Access: | |
| Physical Description: | viii, 156 p. :; ill. |
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| 001 | 500302399 | ||
| 003 | MiAaPQ | ||
| 005 | 20200520144314.0 | ||
| 006 | m o d | | ||
| 007 | cr cn||||||||| | ||
| 008 | 060201s2006 nyua sb 001 0ceng | ||
| 010 | |z 2006003659 | ||
| 020 | |z 0765617293 (cloth : alk. paper) | ||
| 035 | |a (MiAaPQ)500302399 | ||
| 035 | |a (Au-PeEL)EBL302399 | ||
| 035 | |a (CaPaEBR)ebr10178054 | ||
| 035 | |a (CaONFJC)MIL91279 | ||
| 035 | |a (OCoLC)437183431 | ||
| 040 | |a MiAaPQ |c MiAaPQ |d MiAaPQ | ||
| 050 | 4 | |a HF5823 |b .K344 2006 | |
| 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. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. | ||
| 650 | 0 | |a Advertising. | |
| 650 | 0 | |a Advertising |x Management. | |
| 650 | 0 | |a Advertising campaigns. | |
| 655 | 4 | |a Electronic books. | |
| 700 | 1 | |a Jugenheimer, Donald W. | |
| 710 | 2 | |a ProQuest (Firm) | |
| 856 | 4 | 0 | |u https://ebookcentral.proquest.com/lib/oeawat/detail.action?docID=302399 |z Click to View |