书目详细信息
： Advertising account planning :
书目信息 机读格式(MARC)
| ISBN： | 9781538114063 |
|---|---|
| ISBN： | 9781538114070 |
| 编目源： | DLC DLC DLC |
| 个人名称： | Pardun, Carol J., |
| 题名： | Advertising account planning : new strategies in the digital landscape / Carol J. Pardun, University of South Carolina, Beth E. Barnes, University of Kentucky, Sheri Broyles, University of North Texas. |
| 索书号： | F713.52/P226E |
| 载体形态： | v, 149 pages ; 23 cm |
| 书目附注： | Includes bibliographical references and index. |
| 格式化内容附注： | What is account planning? -- Account planning in the age of ad clutter. P.S. it's all ad clutter -- What is a brand? -- Marketing basics account planners need to know -- Who is your target audience? -- Secondary research. No matter what, do this first! -- Social media monitoring tools -- Primary research: the benefits and pitfalls of quantitative survey research -- Primary research: qualitative, consumer style -- Unwrapping advertising strategy by working backwards: a helpful exercise for account planners -- Your brand's best advertising approach -- Concept testing: how to figure out if you're heading down the right advertising path -- Finally, heading to the creative brief -- An account planner's job is never done. |