02289nam a22003734a 4500 ebr10178054 CaPaEBR 20260707193159.0 m u cr cn||||||||| 060201s2006 nyua sb 001 0ceng 2006003659 0765617293 (cloth : alk. paper) CaPaEBR CaPaEBR (OCoLC)272563338 HF5823 .K344 2006eb 659.1/11 22 Kelley, Larry D., 1955- 146768 Advertising account planning [electronic resource] : a practical guide / Larry D. Kelley and Donald W. Jugenheimer. Armonk, N.Y. : M.E. Sharpe, c2006. viii, 156 p. : ill. 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. Advertising. 7454 Advertising Management. 146769 Advertising campaigns. 121446 Electronic books. local 190 Jugenheimer, Donald W. 146770 ebrary, Inc. 191 http://site.ebrary.com/lib/strathmore/Doc?id=10178054 An electronic book accessible through the World Wide Web; click to view EBK 230855 202107