Advertising Account Planning A Practical Guide

ISBN-10: 0765617307
ISBN-13: 9780765617309
Edition: 2006
List price: $42.95
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Description: Advertising Account Planning: A Practical Guide follows the logical progression of the account planning task from start to finish, with clearly written text and plenty of real-world examples and cases. Concise yet comprehensive, Advertising Account  More...

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Book details

List price: $42.95
Copyright year: 2006
Publisher: M. E. Sharpe Incorporated
Publication date: 3/17/2006
Binding: Paperback
Pages: 168
Size: 6.00" wide x 8.75" long x 0.50" tall
Weight: 0.550
Language: English

Advertising Account Planning: A Practical Guide follows the logical progression of the account planning task from start to finish, with clearly written text and plenty of real-world examples and cases. Concise yet comprehensive, Advertising Account Planning is ideal for use in courses dealing with advertising account planning, advertising management, and advertising campaigns. The book's practical focus is accessible to advanced undergraduate students, graduate students, and to those working in professional positions. Book jacket.

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
Table of Contents provided by Ingram. All Rights Reserved.

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