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Advertising account planning a practical guide /

Bibliographic Details
Main Author: Kelley, Larry D., 1955-
Corporate Author: ProQuest (Firm)
Other Authors: Jugenheimer, Donald W.
Format: Electronic eBook
Language:English
Published: Armonk, N.Y. : M.E. Sharpe, c2006.
Subjects:
Advertising.
Advertising > Management.
Advertising campaigns.
Electronic books.
Online Access:Click to View
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008 060201s2006 nyua sb 001 0ceng
010 |z  2006003659 
020 |z 0765617293 (cloth : alk. paper) 
035 |a (MiAaPQ)EBC302399 
035 |a (Au-PeEL)EBL302399 
035 |a (CaPaEBR)ebr10178054 
035 |a (CaONFJC)MIL91279 
035 |a (OCoLC)437183431 
040 |a MiAaPQ  |c MiAaPQ  |d MiAaPQ 
050 4 |a HF5823  |b .K344 2006 
082 0 4 |a 659.1/11  |2 22 
100 1 |a Kelley, Larry D.,  |d 1955- 
245 1 0 |a Advertising account planning  |h [electronic resource] :  |b a practical guide /  |c Larry D. Kelley and Donald W. Jugenheimer. 
260 |a Armonk, N.Y. :  |b M.E. Sharpe,  |c c2006. 
300 |a viii, 156 p. :  |b ill. 
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. 
505 0 |a 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. 
533 |a Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. 
650 0 |a Advertising. 
650 0 |a Advertising  |x Management. 
650 0 |a Advertising campaigns. 
655 4 |a Electronic books. 
700 1 |a Jugenheimer, Donald W. 
710 2 |a ProQuest (Firm) 
856 4 0 |u https://ebookcentral.proquest.com/lib/matrademy/detail.action?docID=302399  |z Click to View 

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