Advertising Account Planning: A Practical Guide - Brossura

Kelley, Larry D.; Jugenheimer, Donald W.

Brossura

ISBN 10: 0765617307 ISBN 13: 9780765617309

Casa editrice: Routledge, 2006

Riassunto

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.

Su questo libro

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 Kelley Larry D Jugenheimer Donald W

Su questa edizione

• Editore: Routledge
• Data di pubblicazione: 2006
• ISBN 10: 0765617307
• ISBN 13: 9780765617309
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 200