Advertising account planning a practical guide
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Book |
| Language: | Inglés |
| Published: |
Armonk, N.Y. :
M.E. Sharpe
cop. 2006
|
| Subjects: | |
| See on Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991004302129708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Table of 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.
