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名称 Advertising account planning : planning and managing an IMC campaign
索引号 F713.8/E20121.2
分类号 F713.8
F713.8(广告)
F713(商品流通与市场)
F71(国内贸易经济)
F7(贸易经济)
F(经济)
作者 Kelley、 Larry D.、 1955-、Jugenheimer、 Donald W.、
出版社 Armonk, N.Y. : M.E. Sharpe, Inc., c2011.
ISBN
页数 ix, 214 p. : ill. ; 24 cm.
价格
标签
简介
注解 Rev. ed. of: Advertising account planning : a practical guide. 2006. 附註 Includes bibliographical references and index. 內容 Account planning history and practice -- The role that account planning plays in a campaign -- Brand destination planning -- Situation analysis -- Benchmarking consumer perceptions -- Understanding the consumer mindset -- Developing insights -- The role of advertising -- Segmenting the target market -- Brand positioning -- Brand personality -- Brand essence -- What is a big idea -- Briefing the team to get a great campaign -- Account planning and IMC -- Measuring the success of a campaign -- Business-to-business case study: recon software -- Packaged-goods case study: Chiffon margarine -- Retail case study: Kmart and Sears.