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Advertising Account Planning

A Practical Guide

Advertising Account Planning( )
ISBN:978-0-7656-1730-9
Publication Date:Jul 2006
Publisher:Routledge
Book Format:Paperback
List Price:USD $42.95
Book Description:

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.

Book Details
Pages:200
Detailed Subjects: Business & Economics / Advertising & Promotion
Physical Dimensions (W X L X H):6.48 x 9 x 0.45 Inches
Book Weight:0.53 Pounds



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