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商品詳細

Name: Advertising Account Planning : A Practical Guide.
Author: Kelley, Larry D. / Jugenheimer, D. W.
ISBN: 978-0-7656-1729-3

Advertising Account Planning : A Practical Guide.

・ISBN 978-0-7656-1729-3 hard

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・ISBN 978-0-7656-1730-9 paper

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著者・編者	Kelley, Larry D. / Jugenheimer, D. W.,
出版社	(Sharpe, US)
出版年月	2006
ページ数	168 pp.
言語	ENG
ニュース番号	＜537-470＞

解説

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.