The Resource Advertising account planning : a practical guide, Larry D. Kelley and Donald W. Jugenheimer

Advertising account planning : a practical guide, Larry D. Kelley and Donald W. Jugenheimer

Label
Advertising account planning : a practical guide
Title
Advertising account planning
Title remainder
a practical guide
Statement of responsibility
Larry D. Kelley and Donald W. Jugenheimer
Creator
Contributor
Subject
Genre
Language
eng
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
Biography type
collective biography
Cataloging source
CaPaEBR
Dewey number
659.1/11
Illustrations
illustrations
Index
index present
LC call number
HF5823
LC item number
.K344 2006eb
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
Label
Advertising account planning : a practical guide, Larry D. Kelley and Donald W. Jugenheimer
Publication
Bibliography note
Includes bibliographical references and index
http://library.link/vocab/branchCode
  • net
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
mixed
Content category
text
Content type code
txt
Content type MARC source
rdacontent
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
Control code
ocn272563338
Dimensions
unknown
Extent
1 online resource (viii, 156 pages)
Form of item
online
Isbn
9781280912795
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
illustrations
http://library.link/vocab/recordID
.b35640777
Specific material designation
remote
System control number
  • (OCoLC)272563338
  • pebcs0765622092

Library Locations

    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
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