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Advertising account planning

by Kelley, Larry D.,
Additional authors: Jugenheimer, Donald W. | ebrary, Inc.
Published by : M.E. Sharpe, (Armonk, N.Y. :) Physical details: viii, 156 p. : ill.
Subject(s): Advertising. | Advertising -- Management. | Advertising campaigns. | Electronic books.
Year: 2006
Online resources:
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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.

Electronic reproduction. Palo Alto, Calif. : ebrary, 2013. Available via World Wide Web. Access may be limited to ebrary affiliated libraries.

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