Screen LibraryAdvertising account planning：a practical guide
Saved in:
| Main Authors: | |
|---|---|
| Group Author: | |
| Published: |
M.E. Sharpe,
|
| Publisher Address: | Armonk, N.Y. |
| Publication Dates: | c2006. |
| Literature type: | Book |
| Language: | English |
| Subjects: | |
| Carrier Form: | viii, 156 p.: ill. ; 24 cm. |
| ISBN: |
0765617293 (cloth : alk. paper) 9780765617293 (cloth : alk. paper) |
| Index Number: | F713 |
| CLC: |
F713.82 F713.8 |
| Call Number: | F713.8/K294-1 |
| Contents: |
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. |