Advertising Account Planning ― Planning and Managing an Imc Campaign

ISBN13：9780765640352
出版社：M E Sharpe Inc
作者：Larry D. Kelley; Donald W. Jugenheimer
出版日：2014/09/08
裝訂／頁數：精裝／256頁
關鍵字： Advertising Account Planning ― Planning and Managing an Imc Campaign、 Advertising、 Account、 Planning、 and、 Managing、 an、 Imc、 Campaign、 M E Sharpe Inc、 Larry D. Kelley、 Donald W. Jugenheimer、外文書、商業財經、 Advertising & public relations、

杜威圖書分類

：

Advertising & public relations

定價

：NT$ 13650 元

優惠價

：90 折 12285 元

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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.

作者簡介

Larry Kelley is a Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA. He teaches advertising media planning, advertising account planning, and prinicples of advertising, among other classes. He has authored or co-authored 7 books.

Donald W. Jugenheimer is an author, researcher, consultant and educator. His specialties are communication, advertising and media management, media economics and advertising media. He has authord or co-authored 20 books.