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Sinossi
Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. Drawing on their extensive experience in the field, the authors follow 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.
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Contenuti
Preface and Acknowledgments; 1. What Is Account Planning?; 2. Situation Analysis; 3. Understanding the Customer; 4. Defining the Target Market; 5. Defining the Benefit; 6. Brand Personality; 7. Brand Positioning; 8. The Creative Brief; 9. Media and Account Planning; 10. Measuring Success; 11. Business-to-Business Case Study: Recon Software; 12. Packaged Goods Case Study: Chiffon Margarine; 13. Retail Case Study: Kmart and Sears; Index; About the Authors.
Product Description
Book by Larry D Kelley Donald W Jugenheimer
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Advertising Account Planning: A Practical Guide
Da: Jenson Books Inc, Logan, UT, U.S.A.
Valutazione del venditore 5 su 5 stelle
hardcover. Condizione: Acceptable. The item is showing use from the previous owner but works perfectly. Signs of previous ownership which could include: tears, scuffing, notes, excessive highlighting, gift inscriptions, slight water damage, a missing dust jacket, and library markings. Codice articolo 4BQGBJ00HXTH
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