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Advertising Account Planning A Practical Guide(1st Edition)

Authors:

D W. Jugenheimer , Donald W Kelley

Free advertising account planning a practical guide 1st edition d w. jugenheimer , donald w kelley 9780765617309,
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ISBN: 9780765617309, 0765617307

Book publisher: Routledge

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Book Summary: 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.

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