Advertising account planning: a practical guide
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Armonk, N.Y.
M.E. Sharpe
c2006
|
| Schlagworte: | |
| Online-Zugang: | Table of contents only Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | viii, 156 p. ill. 24 cm |
| ISBN: | 0765617293 |
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| 100 | 1 | |a Kelley, Larry D. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Advertising account planning |b a practical guide |c Larry D. Kelley and Donald W. Jugenheimer |
| 264 | 1 | |a Armonk, N.Y. |b M.E. Sharpe |c c2006 | |
| 300 | |a viii, 156 p. |b ill. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
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| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Advertising | |
| 650 | 4 | |a Advertising |x Management | |
| 650 | 4 | |a Advertising campaigns | |
| 700 | 1 | |a Jugenheimer, Donald W. |e Sonstige |4 oth | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Preface and Acknowledgments vii
1. What Is Account Planning? 3
2. Situation Analysis 14
3. Understanding the Customer 25
4. Defining the Target Market 38
5. Defining the Benefit 48
6. Brand Personality 64
7. Brand Positioning 77
8. The Creative Brief 90
9. Media and Account Planning 103
10. Measuring Success 113
11. Business-to-Business Case Study: Recon Software 132
12. Packaged-Goods Case Study: Chiffon Margarine 137
13. Retail Case Study: Kmart and Sears 142
Index 147
About the Authors 155
V
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| dewey-full | 659.1/11 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
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| discipline | Wirtschaftswissenschaften |
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| illustrated | Illustrated |
| indexdate | 2024-07-09T22:05:16Z |
| institution | BVB |
| isbn | 0765617293 |
| language | English |
| lccn | 2006003659 |
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| physical | viii, 156 p. ill. 24 cm |
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| spelling | Kelley, Larry D. Verfasser aut Advertising account planning a practical guide Larry D. Kelley and Donald W. Jugenheimer Armonk, N.Y. M.E. Sharpe c2006 viii, 156 p. ill. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Advertising Advertising Management Advertising campaigns Jugenheimer, Donald W. Sonstige oth http://www.loc.gov/catdir/toc/ecip067/2006003659.html Table of contents only HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018675473&sequence=000008&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Kelley, Larry D. Advertising account planning a practical guide Advertising Advertising Management Advertising campaigns |
| title | Advertising account planning a practical guide |
| title_auth | Advertising account planning a practical guide |
| title_exact_search | Advertising account planning a practical guide |
| title_full | Advertising account planning a practical guide Larry D. Kelley and Donald W. Jugenheimer |
| title_fullStr | Advertising account planning a practical guide Larry D. Kelley and Donald W. Jugenheimer |
| title_full_unstemmed | Advertising account planning a practical guide Larry D. Kelley and Donald W. Jugenheimer |
| title_short | Advertising account planning |
| title_sort | advertising account planning a practical guide |
| title_sub | a practical guide |
| topic | Advertising Advertising Management Advertising campaigns |
| topic_facet | Advertising Advertising Management Advertising campaigns |
| url | http://www.loc.gov/catdir/toc/ecip067/2006003659.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018675473&sequence=000008&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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