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Advertising account planning : a practical guide / Larry D. Kelley and Donald W. Jugenheimer.
- Format:
- Book
- Author/Creator:
- Kelley, Larry D., 1955-
- Language:
- English
- Subjects (All):
- Advertising.
- Advertising--Management.
- Advertising campaigns.
- Physical Description:
- 1 online resource (168 p.)
- Edition:
- 1st ed.
- Place of Publication:
- Armonk, N.Y. : M.E. Sharpe, c2006.
- Language Note:
- English
- 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.
- 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
- Business-to-business case study: recon software
- Packaged goods case study: chiffon margarine
- Index.
- Notes:
- Description based upon print version of record.
- Includes bibliographical references and index.
- ISBN:
- 1-280-91279-0
- 9786610912797
- 0-7656-2209-2
- OCLC:
- 437183431
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