Advertising account planning : planning and managing an IMC campaign
著者
書誌事項
Advertising account planning : planning and managing an IMC campaign
M.E. Sharpe, c2011
2nd ed
- : cloth
- : pbk
大学図書館所蔵 件 / 全3件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
Rev. ed. of: Advertising account planning : a practical guide. 2006
Includes bibliographical references and index
内容説明・目次
内容説明
Concise yet comprehensive, this practical, campaign-oriented guide follows the logical progression
目次
Preface and Acknowledgments
1. Account Planning History and Practice
2. The Role That Account Planning Plays in a Campaign
3. Brand Destination Planning
4. Situation Analysis
5. Benchmarking Consumer Perceptions
6. Understanding the Consumer Mind-Set
7. Developing Insights
8. The Role of Advertising
9. Segmenting the Target Market
10. Brand Positioning
11. Brand Personality
12. Brand Essence
13. What Is a Big Idea?
14. Briefing the Team to Get a Great Campaign
15. Account Planning and IMC
16. Measuring the Success of a Campaign
17. The Future of Account Planning
18. Business-to-Business Case Study: Recon Software
19. Packaged-Goods Case Study: Chiffon Margarine
20. Retail Case Study: Kmart and Sears
Index
About the Authors
「Nielsen BookData」 より