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Kelley, Larry D., 1955-

Advertising account planning a practical guide / [electronic resource] : Larry D. Kelley and Donald W. Jugenheimer. - Armonk, N.Y. : M.E. Sharpe, c2006. - viii, 156 p. : ill.

Includes bibliographical references and index.

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.


Electronic reproduction.
Palo Alto, Calif. :
ebrary,
2013.
Available via World Wide Web.
Access may be limited to ebrary affiliated libraries.

ISBN:

LCCN:

Subjects--Topical Terms:
Advertising.
Advertising--Management.
Advertising campaigns.

Index Terms--Genre/Form:
Electronic books.

LC Class. No.: HF5823 / .K344 2006eb

Dewey Class. No.: 659.1/11