Coverart for item
The Resource Advertising account planning : a practical guide, Larry D. Kelley and Donald W. Jugenheimer, (electronic book)

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

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
Language
eng
Member of
Biography type
collective biography
Cataloging source
CaPaEBR
http://library.link/vocab/creatorDate
1955-
http://library.link/vocab/creatorName
Kelley, Larry D.
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
  • standards specifications
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
Jugenheimer, Donald W.
http://library.link/vocab/subjectName
  • Advertising
  • Advertising
  • Advertising campaigns
Label
Advertising account planning : a practical guide, Larry D. Kelley and Donald W. Jugenheimer, (electronic book)
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Color
multicolored
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 -- 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
Control code
ebr10178054
Dimensions
24 cm.
Dimensions
unknown
Extent
viii, 156 p.
Form of item
electronic
Isbn
9780765617293
Original version note
Original electronic resource
Other physical details
ill.
Reproduction note
Electronic resource.
Specific material designation
remote
Label
Advertising account planning : a practical guide, Larry D. Kelley and Donald W. Jugenheimer, (electronic book)
Publication
Bibliography note
Includes bibliographical references and index
Color
multicolored
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 -- 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
Control code
ebr10178054
Dimensions
24 cm.
Dimensions
unknown
Extent
viii, 156 p.
Form of item
electronic
Isbn
9780765617293
Original version note
Original electronic resource
Other physical details
ill.
Reproduction note
Electronic resource.
Specific material designation
remote

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