Librarian View
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190813s2020 mdu ob 001 0 eng d
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a| 2019007374
020
a| 979-88-8182-072-5
020
a| 1-5381-1408-9
024
7
a| 10.5040/9798881820725
2| doi
035
a| (CKB)4100000008343033
035
a| (MiAaPQ)EBC5780501
035
a| (OCoLC)1086495898
z| (OCoLC)1103220266
035
a| (UkLoBP)BP9798881820725BC
035
a| (BIP)124601785
035
a| (BIP)61232342
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a| (EXLCZ)994100000008343033
040
a| DLC
b| eng
e| rda
c| DLC
d| OCLCO
d| OCLCF
d| N$T
d| YDX
d| UKMGB
d| EBLCP
d| UKAHL
d| PIF
d| OCLCO
d| OCLCQ
d| OCLCO
d| OCLCL
d| UtOrBLW
050
1
4
a| HF5415.2
b| .P374 2020
072
7
a| BUS
x| 002000
2| bisacsh
082
0
0
a| 659.1/13
2| 23
1| https://id.oclc.org/worldcat/ddc/E3RbTRrPk443DRJ8cYChgjbYb8
100
1
a| Pardun, Carol J.,
e| author.
245
1
0
a| Advertising account planning :
b| new strategies in the digital landscape /
c| Carol J. Pardun, University of South Carolina, Beth E. Barnes, University of Kentucky, Sheri Broyles, University of North Texas.
264
1
a| Lanham :
b| Rowman & Littlefield,
c| [2020]
264
2
a| New York :
b| Bloomsbury Publishing(US),
c| 2020.
264
4
c| ©2020
300
a| 1 online resource (124 pages)
336
a| text
b| txt
2| rdacontent
337
a| computer
b| c
2| rdamedia
338
a| online resource
b| cr
2| rdacarrier
504
a| Includes bibliographical references.
505
0
a| 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.
520
a| "Although there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer view the digital landscape as permeating every aspect of advertising. Advertising Account Planning: New Strategies in the Digital Landscape seeks to bridge that gap by providing a strategic understanding of what the account planner does and provide a thorough explanation of the kinds of research needed for the account planning process to be successful--all explained within a digital media mindset"--Cover.
588
a| Description based on online resource; title from digital title page (viewed on July 04, 2019).
650
0
a| Marketing research.
650
7
a| Marketing research.
2| fast
0| (OCoLC)fst01010284
650
7
a| Advertising
x| Management.
2| fast
0| (OCoLC)fst00797692
650
7
a| Advertising campaigns
x| Planning.
2| fast
0| (OCoLC)fst00797835
650
7
a| BUSINESS & ECONOMICS / Advertising & Promotion.
2| bisacsh
650
7
a| Advertising media planning.
2| fast
0| (OCoLC)fst00797876
650
0
a| Advertising
x| Management.
650
0
a| Advertising media planning.
650
0
a| Advertising campaigns
x| Planning.
700
1
a| Barnes, Beth E.,
e| author.
700
1
a| Broyles, Sheri,
e| author.
710
2
a| Bloomsbury (Firm),
e| publisher.
776
0
8
z| 1-5381-1407-0
776
0
8
z| 1-5381-1406-2
906
a| BOOK
999
c| EBook
945
h| Supplement
l| location
i| barcode
y| id
f| bookplate
a| callnoa
b| callnob
n| PRA440