Advertising Account Planning: Planning and Managing an IMC Campaign - Hardcover

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

 
9780765625632: Advertising Account Planning: Planning and Managing an IMC Campaign
Hardcover
ISBN 10: 0765625636 ISBN 13: 9780765625632
Verlag: Routledge, 2010

Inhaltsangabe

Concise yet comprehensive, this practical, campaign-oriented guide follows the logical progression

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Reseña del editor

Concise yet comprehensive, this practical, campaign-oriented guide follows the logical progression

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. This edition includes expanded coverage of the role of advertising in the overall marketing process (segmentation, positioning, and brand personality). It's campaign-oriented approach provides new discussion of how to identify the "big idea" and tie it into campaign execution, and how account planning impacts the overall IMC campaign, including media, PR, and digital marketing.

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Verlag
Routledge
Erscheinungsdatum
2010
Sprache
Englisch
ISBN 10 
0765625636
ISBN 13 
9780765625632
Einband
Tapa dura
Auflage
2
Anzahl der Seiten
224
Kontakt zum Hersteller
Routledge
https://www.routledge-ny.com/

Stockst?dter Str. 20
Gro?ostheim
Bayern
Deutschland

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Vorgestellte Ausgabe

ISBN 10:  0765625644 ISBN 13:  9780765625649
Verlag: Routledge, 2010
Softcover