TY  - BOOK
AU  - Kelley,Larry D.
AU  - Jugenheimer,Donald W.
ED  - ebrary, Inc.
TI  - Advertising account planning: a practical guide 
AV  - HF5823 .K344 2006eb
U1  - 659.1/11 22
PY  - 2006///
CY  - Armonk, N.Y.
PB  - M.E. Sharpe
KW  - Advertising
KW  - Management
KW  - Advertising campaigns
KW  - Electronic books
KW  - local
N1  - 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
UR  - http://site.ebrary.com/lib/strathmore/Doc?id=10178054
ER  -