Advertising account planning :: a practical guide /
Covers the critical role of the account planner in advertising. This work follows 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 su...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Weitere Verfasser: | |
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Armonk, N.Y. :
M.E. Sharpe,
©2006.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | Covers the critical role of the account planner in advertising. This work follows 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. |
| Beschreibung: | 1 online resource (viii, 156 pages) : illustrations |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9780765622099 0765622092 1280912790 9781280912795 |
Internformat
MARC
| LEADER | 00000cam a2200000 a 4500 | ||
|---|---|---|---|
| 001 | ZDB-4-EBA-ocn272563338 | ||
| 003 | OCoLC | ||
| 005 | 20241004212047.0 | ||
| 006 | m o d | ||
| 007 | cr mn||||||||| | ||
| 008 | 060201s2006 nyua ob 001 0ceng d | ||
| 040 | |a CaPaEBR |b eng |e pn |c COCUF |d OCLCQ |d N$T |d YDXCP |d AU@ |d OSU |d DKDLA |d CCO |d E7B |d OCLCQ |d OCLCF |d MERUC |d EBLCP |d IDEBK |d DEBSZ |d OCLCQ |d AZK |d LOA |d AGLDB |d OCLCQ |d COCUF |d OCLCQ |d MOR |d PIFBR |d ZCU |d OCLCQ |d U3W |d YDX |d STF |d VNS |d WRM |d VTS |d XOS |d ICG |d OCLCQ |d VT2 |d OCLCQ |d DKC |d OCLCQ |d M8D |d K6U |d OCLCQ |d INARC |d UKCRE |d BOL |d OCL |d AJS |d OCLCO |d OCLCQ |d OCLCO |d OCLCL | ||
| 015 | |a GBA697307 |2 bnb | ||
| 016 | 7 | |a 013601117 |2 Uk | |
| 019 | |a 166881976 |a 271791515 |a 437183431 |a 474538928 |a 475403960 |a 476081487 |a 568038239 |a 648261165 |a 814498351 |a 888830999 |a 961535977 |a 962661739 |a 965984794 |a 988508104 |a 991994944 |a 994451525 |a 1037783418 |a 1038699730 |a 1055352119 |a 1058364995 |a 1081192257 |a 1114373828 |a 1145775104 |a 1153508303 | ||
| 020 | |a 9780765622099 |q (electronic bk.) | ||
| 020 | |a 0765622092 |q (electronic bk.) | ||
| 020 | |a 1280912790 | ||
| 020 | |a 9781280912795 | ||
| 020 | |z 9780765617293 |q (cloth ; |q alk. paper) | ||
| 020 | |z 0765617293 |q (cloth ; |q alk. paper) | ||
| 024 | 8 | |a 2410614 | |
| 035 | |a (OCoLC)272563338 |z (OCoLC)166881976 |z (OCoLC)271791515 |z (OCoLC)437183431 |z (OCoLC)474538928 |z (OCoLC)475403960 |z (OCoLC)476081487 |z (OCoLC)568038239 |z (OCoLC)648261165 |z (OCoLC)814498351 |z (OCoLC)888830999 |z (OCoLC)961535977 |z (OCoLC)962661739 |z (OCoLC)965984794 |z (OCoLC)988508104 |z (OCoLC)991994944 |z (OCoLC)994451525 |z (OCoLC)1037783418 |z (OCoLC)1038699730 |z (OCoLC)1055352119 |z (OCoLC)1058364995 |z (OCoLC)1081192257 |z (OCoLC)1114373828 |z (OCoLC)1145775104 |z (OCoLC)1153508303 | ||
| 050 | 4 | |a HF5823 |b .K344 2006eb | |
| 072 | 7 | |a KMPH |2 bicssc | |
| 082 | 7 | |a 659.1/11 |2 22 | |
| 049 | |a MAIN | ||
| 100 | 1 | |a Kelley, Larry D., |d 1955- |0 http://id.loc.gov/authorities/names/n2003100935 | |
| 245 | 1 | 0 | |a Advertising account planning : |b a practical guide / |c Larry D. Kelley and Donald W. Jugenheimer. |
| 260 | |a Armonk, N.Y. : |b M.E. Sharpe, |c ©2006. | ||
| 300 | |a 1 online resource (viii, 156 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 340 | |g polychrome. |2 rdacc |0 http://rdaregistry.info/termList/RDAColourContent/1003 | ||
| 347 | |a data file | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a 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. | |
| 588 | 0 | |a Print version record. | |
| 520 | |a Covers the critical role of the account planner in advertising. This work follows 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. | ||
| 650 | 0 | |a Advertising. |0 http://id.loc.gov/authorities/subjects/sh85001086 | |
| 650 | 0 | |a Advertising |x Management. |0 http://id.loc.gov/authorities/subjects/sh85001144 | |
| 650 | 0 | |a Advertising campaigns. |0 http://id.loc.gov/authorities/subjects/sh85001196 | |
| 650 | 6 | |a Publicité |x Gestion. | |
| 650 | 6 | |a Campagnes publicitaires. | |
| 650 | 7 | |a advertising campaigns. |2 aat | |
| 650 | 7 | |a Advertising |2 fast | |
| 650 | 7 | |a Advertising campaigns |2 fast | |
| 650 | 7 | |a Advertising |x Management |2 fast | |
| 655 | 4 | |a Computer network resources. | |
| 655 | 7 | |a collective biographies. |2 aat | |
| 655 | 7 | |a Biographies |2 fast | |
| 655 | 7 | |a Biographies. |2 lcgft |0 http://id.loc.gov/authorities/genreForms/gf2014026049 | |
| 655 | 7 | |a Biographies. |2 rvmgf | |
| 700 | 1 | |a Jugenheimer, Donald W. | |
| 758 | |i has work: |a Advertising account planning (Text) |1 https://id.oclc.org/worldcat/entity/E39PCGTkBFw6QHQX4K3FmF4Jfy |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Kelley, Larry D., 1955- |t Advertising account planning. |d Armonk, N.Y. : M.E. Sharpe, ©2006 |w (DLC) 2006003659 |
| 856 | 4 | 0 | |l FWS01 |p ZDB-4-EBA |q FWS_PDA_EBA |u https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=199725 |3 Volltext |
| 938 | |a EBL - Ebook Library |b EBLB |n EBL302399 | ||
| 938 | |a ebrary |b EBRY |n ebr10178054 | ||
| 938 | |a EBSCOhost |b EBSC |n 199725 | ||
| 938 | |a ProQuest MyiLibrary Digital eBook Collection |b IDEB |n 91279 | ||
| 938 | |a Internet Archive |b INAR |n advertisingaccou0000kell | ||
| 938 | |a YBP Library Services |b YANK |n 15337486 | ||
| 938 | |a YBP Library Services |b YANK |n 2623052 | ||
| 938 | |a YBP Library Services |b YANK |n 15643854 | ||
| 994 | |a 92 |b GEBAY | ||
| 912 | |a ZDB-4-EBA | ||
| 049 | |a DE-863 | ||
Datensatz im Suchindex
| DE-BY-FWS_katkey | ZDB-4-EBA-ocn272563338 |
|---|---|
| _version_ | 1816881680249520128 |
| adam_text | |
| any_adam_object | |
| author | Kelley, Larry D., 1955- |
| author2 | Jugenheimer, Donald W. |
| author2_role | |
| author2_variant | d w j dw dwj |
| author_GND | http://id.loc.gov/authorities/names/n2003100935 |
| author_facet | Kelley, Larry D., 1955- Jugenheimer, Donald W. |
| author_role | |
| author_sort | Kelley, Larry D., 1955- |
| author_variant | l d k ld ldk |
| building | Verbundindex |
| bvnumber | localFWS |
| callnumber-first | H - Social Science |
| callnumber-label | HF5823 |
| callnumber-raw | HF5823 .K344 2006eb |
| callnumber-search | HF5823 .K344 2006eb |
| callnumber-sort | HF 45823 K344 42006EB |
| callnumber-subject | HF - Commerce |
| collection | ZDB-4-EBA |
| 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. |
| ctrlnum | (OCoLC)272563338 |
| dewey-full | 659.1/11 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1/11 |
| dewey-search | 659.1/11 |
| dewey-sort | 3659.1 211 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>04888cam a2200769 a 4500</leader><controlfield tag="001">ZDB-4-EBA-ocn272563338</controlfield><controlfield tag="003">OCoLC</controlfield><controlfield tag="005">20241004212047.0</controlfield><controlfield tag="006">m o d </controlfield><controlfield tag="007">cr mn|||||||||</controlfield><controlfield tag="008">060201s2006 nyua ob 001 0ceng d</controlfield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">CaPaEBR</subfield><subfield code="b">eng</subfield><subfield code="e">pn</subfield><subfield code="c">COCUF</subfield><subfield code="d">OCLCQ</subfield><subfield code="d">N$T</subfield><subfield code="d">YDXCP</subfield><subfield code="d">AU@</subfield><subfield code="d">OSU</subfield><subfield code="d">DKDLA</subfield><subfield code="d">CCO</subfield><subfield code="d">E7B</subfield><subfield code="d">OCLCQ</subfield><subfield code="d">OCLCF</subfield><subfield code="d">MERUC</subfield><subfield code="d">EBLCP</subfield><subfield code="d">IDEBK</subfield><subfield code="d">DEBSZ</subfield><subfield code="d">OCLCQ</subfield><subfield code="d">AZK</subfield><subfield code="d">LOA</subfield><subfield code="d">AGLDB</subfield><subfield code="d">OCLCQ</subfield><subfield code="d">COCUF</subfield><subfield code="d">OCLCQ</subfield><subfield code="d">MOR</subfield><subfield code="d">PIFBR</subfield><subfield code="d">ZCU</subfield><subfield code="d">OCLCQ</subfield><subfield code="d">U3W</subfield><subfield code="d">YDX</subfield><subfield code="d">STF</subfield><subfield code="d">VNS</subfield><subfield code="d">WRM</subfield><subfield code="d">VTS</subfield><subfield code="d">XOS</subfield><subfield code="d">ICG</subfield><subfield code="d">OCLCQ</subfield><subfield code="d">VT2</subfield><subfield code="d">OCLCQ</subfield><subfield code="d">DKC</subfield><subfield code="d">OCLCQ</subfield><subfield code="d">M8D</subfield><subfield code="d">K6U</subfield><subfield code="d">OCLCQ</subfield><subfield code="d">INARC</subfield><subfield code="d">UKCRE</subfield><subfield code="d">BOL</subfield><subfield code="d">OCL</subfield><subfield code="d">AJS</subfield><subfield code="d">OCLCO</subfield><subfield code="d">OCLCQ</subfield><subfield code="d">OCLCO</subfield><subfield code="d">OCLCL</subfield></datafield><datafield tag="015" ind1=" " ind2=" "><subfield code="a">GBA697307</subfield><subfield code="2">bnb</subfield></datafield><datafield tag="016" ind1="7" ind2=" "><subfield code="a">013601117</subfield><subfield code="2">Uk</subfield></datafield><datafield tag="019" ind1=" " ind2=" "><subfield code="a">166881976</subfield><subfield code="a">271791515</subfield><subfield code="a">437183431</subfield><subfield code="a">474538928</subfield><subfield code="a">475403960</subfield><subfield code="a">476081487</subfield><subfield code="a">568038239</subfield><subfield code="a">648261165</subfield><subfield code="a">814498351</subfield><subfield code="a">888830999</subfield><subfield code="a">961535977</subfield><subfield code="a">962661739</subfield><subfield code="a">965984794</subfield><subfield code="a">988508104</subfield><subfield code="a">991994944</subfield><subfield code="a">994451525</subfield><subfield code="a">1037783418</subfield><subfield code="a">1038699730</subfield><subfield code="a">1055352119</subfield><subfield code="a">1058364995</subfield><subfield code="a">1081192257</subfield><subfield code="a">1114373828</subfield><subfield code="a">1145775104</subfield><subfield code="a">1153508303</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780765622099</subfield><subfield code="q">(electronic bk.)</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0765622092</subfield><subfield code="q">(electronic bk.)</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">1280912790</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781280912795</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="z">9780765617293</subfield><subfield code="q">(cloth ;</subfield><subfield code="q">alk. paper)</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="z">0765617293</subfield><subfield code="q">(cloth ;</subfield><subfield code="q">alk. paper)</subfield></datafield><datafield tag="024" ind1="8" ind2=" "><subfield code="a">2410614</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)272563338</subfield><subfield code="z">(OCoLC)166881976</subfield><subfield code="z">(OCoLC)271791515</subfield><subfield code="z">(OCoLC)437183431</subfield><subfield code="z">(OCoLC)474538928</subfield><subfield code="z">(OCoLC)475403960</subfield><subfield code="z">(OCoLC)476081487</subfield><subfield code="z">(OCoLC)568038239</subfield><subfield code="z">(OCoLC)648261165</subfield><subfield code="z">(OCoLC)814498351</subfield><subfield code="z">(OCoLC)888830999</subfield><subfield code="z">(OCoLC)961535977</subfield><subfield code="z">(OCoLC)962661739</subfield><subfield code="z">(OCoLC)965984794</subfield><subfield code="z">(OCoLC)988508104</subfield><subfield code="z">(OCoLC)991994944</subfield><subfield code="z">(OCoLC)994451525</subfield><subfield code="z">(OCoLC)1037783418</subfield><subfield code="z">(OCoLC)1038699730</subfield><subfield code="z">(OCoLC)1055352119</subfield><subfield code="z">(OCoLC)1058364995</subfield><subfield code="z">(OCoLC)1081192257</subfield><subfield code="z">(OCoLC)1114373828</subfield><subfield code="z">(OCoLC)1145775104</subfield><subfield code="z">(OCoLC)1153508303</subfield></datafield><datafield tag="050" ind1=" " ind2="4"><subfield code="a">HF5823</subfield><subfield code="b">.K344 2006eb</subfield></datafield><datafield tag="072" ind1=" " ind2="7"><subfield code="a">KMPH</subfield><subfield code="2">bicssc</subfield></datafield><datafield tag="082" ind1="7" ind2=" "><subfield code="a">659.1/11</subfield><subfield code="2">22</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">MAIN</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Kelley, Larry D.,</subfield><subfield code="d">1955-</subfield><subfield code="0">http://id.loc.gov/authorities/names/n2003100935</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Advertising account planning :</subfield><subfield code="b">a practical guide /</subfield><subfield code="c">Larry D. Kelley and Donald W. Jugenheimer.</subfield></datafield><datafield tag="260" ind1=" " ind2=" "><subfield code="a">Armonk, N.Y. :</subfield><subfield code="b">M.E. Sharpe,</subfield><subfield code="c">©2006.</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 online resource (viii, 156 pages) :</subfield><subfield code="b">illustrations</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="a">text</subfield><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="a">computer</subfield><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="a">online resource</subfield><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="340" ind1=" " ind2=" "><subfield code="g">polychrome.</subfield><subfield code="2">rdacc</subfield><subfield code="0">http://rdaregistry.info/termList/RDAColourContent/1003</subfield></datafield><datafield tag="347" ind1=" " ind2=" "><subfield code="a">data file</subfield></datafield><datafield tag="504" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references and index.</subfield></datafield><datafield tag="505" ind1="0" ind2=" "><subfield code="a">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.</subfield></datafield><datafield tag="588" ind1="0" ind2=" "><subfield code="a">Print version record.</subfield></datafield><datafield tag="520" ind1=" " ind2=" "><subfield code="a">Covers the critical role of the account planner in advertising. This work follows 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.</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield code="a">Advertising.</subfield><subfield code="0">http://id.loc.gov/authorities/subjects/sh85001086</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield code="a">Advertising</subfield><subfield code="x">Management.</subfield><subfield code="0">http://id.loc.gov/authorities/subjects/sh85001144</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield code="a">Advertising campaigns.</subfield><subfield code="0">http://id.loc.gov/authorities/subjects/sh85001196</subfield></datafield><datafield tag="650" ind1=" " ind2="6"><subfield code="a">Publicité</subfield><subfield code="x">Gestion.</subfield></datafield><datafield tag="650" ind1=" " ind2="6"><subfield code="a">Campagnes publicitaires.</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">advertising campaigns.</subfield><subfield code="2">aat</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Advertising</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Advertising campaigns</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Advertising</subfield><subfield code="x">Management</subfield><subfield code="2">fast</subfield></datafield><datafield tag="655" ind1=" " ind2="4"><subfield code="a">Computer network resources.</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="a">collective biographies.</subfield><subfield code="2">aat</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="a">Biographies</subfield><subfield code="2">fast</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="a">Biographies.</subfield><subfield code="2">lcgft</subfield><subfield code="0">http://id.loc.gov/authorities/genreForms/gf2014026049</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="a">Biographies.</subfield><subfield code="2">rvmgf</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Jugenheimer, Donald W.</subfield></datafield><datafield tag="758" ind1=" " ind2=" "><subfield code="i">has work:</subfield><subfield code="a">Advertising account planning (Text)</subfield><subfield code="1">https://id.oclc.org/worldcat/entity/E39PCGTkBFw6QHQX4K3FmF4Jfy</subfield><subfield code="4">https://id.oclc.org/worldcat/ontology/hasWork</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Print version:</subfield><subfield code="a">Kelley, Larry D., 1955-</subfield><subfield code="t">Advertising account planning.</subfield><subfield code="d">Armonk, N.Y. : M.E. Sharpe, ©2006</subfield><subfield code="w">(DLC) 2006003659</subfield></datafield><datafield tag="856" ind1="4" ind2="0"><subfield code="l">FWS01</subfield><subfield code="p">ZDB-4-EBA</subfield><subfield code="q">FWS_PDA_EBA</subfield><subfield code="u">https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=199725</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">EBL - Ebook Library</subfield><subfield code="b">EBLB</subfield><subfield code="n">EBL302399</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">ebrary</subfield><subfield code="b">EBRY</subfield><subfield code="n">ebr10178054</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">EBSCOhost</subfield><subfield code="b">EBSC</subfield><subfield code="n">199725</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">ProQuest MyiLibrary Digital eBook Collection</subfield><subfield code="b">IDEB</subfield><subfield code="n">91279</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">Internet Archive</subfield><subfield code="b">INAR</subfield><subfield code="n">advertisingaccou0000kell</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">YBP Library Services</subfield><subfield code="b">YANK</subfield><subfield code="n">15337486</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">YBP Library Services</subfield><subfield code="b">YANK</subfield><subfield code="n">2623052</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">YBP Library Services</subfield><subfield code="b">YANK</subfield><subfield code="n">15643854</subfield></datafield><datafield tag="994" ind1=" " ind2=" "><subfield code="a">92</subfield><subfield code="b">GEBAY</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-4-EBA</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-863</subfield></datafield></record></collection> |
| genre | Computer network resources. collective biographies. aat Biographies fast Biographies. lcgft http://id.loc.gov/authorities/genreForms/gf2014026049 Biographies. rvmgf |
| genre_facet | Computer network resources. collective biographies. Biographies Biographies. |
| id | ZDB-4-EBA-ocn272563338 |
| illustrated | Illustrated |
| indexdate | 2024-11-27T13:16:34Z |
| institution | BVB |
| isbn | 9780765622099 0765622092 1280912790 9781280912795 |
| language | English |
| oclc_num | 272563338 |
| open_access_boolean | |
| owner | MAIN DE-863 DE-BY-FWS |
| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource (viii, 156 pages) : illustrations |
| psigel | ZDB-4-EBA |
| publishDate | 2006 |
| publishDateSearch | 2006 |
| publishDateSort | 2006 |
| publisher | M.E. Sharpe, |
| record_format | marc |
| spelling | Kelley, Larry D., 1955- http://id.loc.gov/authorities/names/n2003100935 Advertising account planning : a practical guide / Larry D. Kelley and Donald W. Jugenheimer. Armonk, N.Y. : M.E. Sharpe, ©2006. 1 online resource (viii, 156 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier polychrome. rdacc http://rdaregistry.info/termList/RDAColourContent/1003 data file 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. Print version record. Covers the critical role of the account planner in advertising. This work follows 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. Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Advertising Management. http://id.loc.gov/authorities/subjects/sh85001144 Advertising campaigns. http://id.loc.gov/authorities/subjects/sh85001196 Publicité Gestion. Campagnes publicitaires. advertising campaigns. aat Advertising fast Advertising campaigns fast Advertising Management fast Computer network resources. collective biographies. aat Biographies fast Biographies. lcgft http://id.loc.gov/authorities/genreForms/gf2014026049 Biographies. rvmgf Jugenheimer, Donald W. has work: Advertising account planning (Text) https://id.oclc.org/worldcat/entity/E39PCGTkBFw6QHQX4K3FmF4Jfy https://id.oclc.org/worldcat/ontology/hasWork Print version: Kelley, Larry D., 1955- Advertising account planning. Armonk, N.Y. : M.E. Sharpe, ©2006 (DLC) 2006003659 FWS01 ZDB-4-EBA FWS_PDA_EBA https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=199725 Volltext |
| spellingShingle | Kelley, Larry D., 1955- Advertising account planning : a practical guide / 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. Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Advertising Management. http://id.loc.gov/authorities/subjects/sh85001144 Advertising campaigns. http://id.loc.gov/authorities/subjects/sh85001196 Publicité Gestion. Campagnes publicitaires. advertising campaigns. aat Advertising fast Advertising campaigns fast Advertising Management fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85001086 http://id.loc.gov/authorities/subjects/sh85001144 http://id.loc.gov/authorities/subjects/sh85001196 http://id.loc.gov/authorities/genreForms/gf2014026049 |
| 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. http://id.loc.gov/authorities/subjects/sh85001086 Advertising Management. http://id.loc.gov/authorities/subjects/sh85001144 Advertising campaigns. http://id.loc.gov/authorities/subjects/sh85001196 Publicité Gestion. Campagnes publicitaires. advertising campaigns. aat Advertising fast Advertising campaigns fast Advertising Management fast |
| topic_facet | Advertising. Advertising Management. Advertising campaigns. Publicité Gestion. Campagnes publicitaires. advertising campaigns. Advertising Advertising campaigns Advertising Management Computer network resources. collective biographies. Biographies Biographies. |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=199725 |
| work_keys_str_mv | AT kelleylarryd advertisingaccountplanningapracticalguide AT jugenheimerdonaldw advertisingaccountplanningapracticalguide |