/LC.GIF&client=easterncarolinaedu)
Advertising account planning : a practical guide / Larry D. Kelley and Donald W. Jugenheimer.
| Author/creator | Kelley, Larry D., 1955- |
| Other author | Jugenheimer, Donald W. |
| Format | Book |
| Publication Info | Armonk, N.Y. : M.E. Sharpe, ©2006. |
| Description | viii, 156 pages : illustrations ; 24 cm |
| Supplemental Content | Table of contents |
| Subjects |
| 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. |
| Bibliography note | Includes bibliographical references and index. |
| LCCN | 2006003659 |
| ISBN | 0765617293 (cloth : alk. paper) |
| ISBN | 9780765617293 (cloth : alk. paper) |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Joyner | General Stacks | HF5823 .K344 2006 | ✔ Available | Place Hold |