This practical and comprehensive text effectively provides advertising account planning principles within an integrated marketing communications framework.
This practical and comprehensive text effectively provides advertising account planning principles within an integrated marketing communications framework.
Sarah Turnbull PhD, MBA, MSc, FCIM, DipM, FHEA is a Professor in Marketing at the University of Portsmouth. Larry D. Kelley is an educator, author and advertising professional. His areas of specialization include brand communication management, planning and strategy. Donald W. Jugenheimer is an author, researcher, consultant, and educator. He has authored or co-authored 28 books.
Inhaltsangabe
1. Account Planning History and Practice 2. The Role That Account Planning Plays in a Campaign 3. Brand Destination Planning 4. Situation Analysis: 'Understanding the Landscape' 5. Benchmarking Consumer Perceptions 6. Understanding the Consumer Mindset 7. Developing Insights 8. The Role of Strategic Communication 9. Defining the Audience 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 Integration 16. International Advertising 17. Measuring the Success of a Campaign 18. Future Thoughts on Account Planning
1. Account Planning History and Practice 2. The Role That Account Planning Plays in a Campaign 3. Brand Destination Planning 4. Situation Analysis: 'Understanding the Landscape' 5. Benchmarking Consumer Perceptions 6. Understanding the Consumer Mindset 7. Developing Insights 8. The Role of Strategic Communication 9. Defining the Audience 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 Integration 16. International Advertising 17. Measuring the Success of a Campaign 18. Future Thoughts on Account Planning
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