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The Resource Advertising account planning : a practical guide, Larry D. Kelley and Donald W. Jugenheimer

Advertising account planning : a practical guide, Larry D. Kelley and Donald W. Jugenheimer

Label
Advertising account planning : a practical guide
Title
Advertising account planning
Title remainder
a practical guide
Statement of responsibility
Larry D. Kelley and Donald W. Jugenheimer
Creator
Contributor
Subject
Language
eng
Biography type
collective biography
Cataloging source
DLC
Illustrations
illustrations
Index
index present
LC call number
HF5823
LC item number
.K344 2006
Literary form
non fiction
Nature of contents
bibliography
Advertising account planning : a practical guide, Larry D. Kelley and Donald W. Jugenheimer
Label
Advertising account planning : a practical guide, Larry D. Kelley and Donald W. Jugenheimer
Publication
Related Contributor
Related Location
Related Agents
Related Authorities
Related Subjects
Bibliography note
Includes bibliographical references and index
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
  • 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
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Dimensions
24 cm.
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{'f': 'http://opac.lib.rpi.edu/record=b2159138'}
Extent
viii, 156 p.
Isbn
9780765617293
Isbn Type
(cloth : alk. paper)
Lccn
2006003659
Other physical details
ill.
System control number
(OCoLC)63679969

Library Locations

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      110 8th St, Troy, NY, 12180, US
      42.729766 -73.682577
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