Advertising account planning : a practical guide / Larry D. Kelley and Donald W. Jugenheimer.

Covers the critical role of the account planner in advertising. This work follows 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 su...

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Bibliographic Details

Online Access:	Full Text (via ProQuest)
Main Author:	Kelley, Larry D., 1955-
Other Authors:	Jugenheimer, Donald W.
Format:	eBook
Language:	English
Published:	Armonk, N.Y. : M.E. Sharpe, ©2006.
Subjects:	Advertising. Advertising > Management. Advertising campaigns. Biographies.