Advertising Account Planning: A Practical Guide - Tapa blanda

Jugenheimer, D. W.; Kelley, L. D.

 
9780765617309: Advertising Account Planning: A Practical Guide
Tapa blanda
ISBN 10: 0765617307 ISBN 13: 9780765617309
Editorial: Routledge, 2006

Sinopsis

Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. Drawing on their extensive experience in the field, the authors follow the logical progression of the account-planning task from start to finish, including understanding the customer, defining the target market, defining the benefit, brand positioning, the creative brief, and measuring success.

"Sinopsis" puede pertenecer a otra edición de este libro.

Críticas

"Bravo! As someone who teaches an account planning course, I was thrilled to see Kelley and Jugenheimer's book. This much-needed addition to the account planning literature is outstanding in both its depth and its accessibility. Whether you're a student or a practitioner, this book will explain what account planning is, how it's done, and why it's important. The current examples and insightful case studies make this a keeper." - Kris Kranenburg, Southern Illinois University "The title is dead-on as this book truly delivers as a practical guide to understanding account planning. It provides useful information in an entertaining and easy reading style." - Joseph E. Phelps, The Reese Phifer Professor of Advertising and Public Relations, University of Alabama"

Reseña del editor

Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. Drawing on their extensive experience in the field, the authors follow the logical progression of the account-planning task from start to finish, including understanding the customer, defining the target market, defining the benefit, brand positioning, the creative brief, and measuring success.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Routledge
Año de publicación
2006
Idioma
Inglés
ISBN 10 
0765617307
ISBN 13 
9780765617309
Encuadernación
Tapa blanda
Número de edición
1
Número de páginas
200
Contacto del fabricante
no disponible
Persona responsable
no disponible

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9780765617293: Advertising Account Planning: A Practical Guide

Edición Destacada

ISBN 10:  0765617293 ISBN 13:  9780765617293
Editorial: Routledge, 2006
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