Advertising account planning (Record no. 140623)
| 000 -LEADER | |
|---|---|
| fixed length control field | 02187nam a22003494a 4500 |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1/11 |
| 100 1# - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Kelley, Larry D., |
| 245 10 - TITLE STATEMENT | |
| Title | Advertising account planning |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Armonk, N.Y. : |
| Name of publisher | M.E. Sharpe, |
| Year of publication | c2006. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | viii, 156 p. : |
| Other physical details | ill. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 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. |
| Formatted contents note | 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. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Advertising. |
| Topical Term | Advertising |
| Topical Term | Advertising campaigns. |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Jugenheimer, Donald W. |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | http://site.ebrary.com/lib/rucke/Doc?id=10178054 |
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