Advertising account planning : planning and managing an IMC campaign /
Kelley, Larry D., 1955-
Advertising account planning : planning and managing an IMC campaign / Larry D. Kelley and Donald W. Jugenheimer. - Second edition. - ix, 214 pages : illustrations ; 24 cm
Revised edition of: Advertising account planning : a practical guide. 2006.
Includes bibliographical references and index.
Account planning history and practice -- The role that account planning plays in a campaign -- Brand destination planning -- Situation analysis -- Benchmarking consumer perceptions -- Understanding the consumer mindset -- Developing insights -- The role of advertising -- Segmenting the target market -- Brand positioning -- Brand personality -- Brand essence -- What is a big idea -- Briefing the team to get a great campaign -- Account planning and IMC -- Measuring the success of a campaign -- Business-to-business case study: recon software -- Packaged-goods case study: Chiffon margarine -- Retail case study: Kmart and Sears.
0765625636 9780765625632 0765625644 9780765625649
2010022585
Advertising.
Advertising--Management.
Advertising campaigns.
HF5823 / .K344 2011
659.111
Advertising account planning : planning and managing an IMC campaign / Larry D. Kelley and Donald W. Jugenheimer. - Second edition. - ix, 214 pages : illustrations ; 24 cm
Revised edition of: Advertising account planning : a practical guide. 2006.
Includes bibliographical references and index.
Account planning history and practice -- The role that account planning plays in a campaign -- Brand destination planning -- Situation analysis -- Benchmarking consumer perceptions -- Understanding the consumer mindset -- Developing insights -- The role of advertising -- Segmenting the target market -- Brand positioning -- Brand personality -- Brand essence -- What is a big idea -- Briefing the team to get a great campaign -- Account planning and IMC -- Measuring the success of a campaign -- Business-to-business case study: recon software -- Packaged-goods case study: Chiffon margarine -- Retail case study: Kmart and Sears.
0765625636 9780765625632 0765625644 9780765625649
2010022585
Advertising.
Advertising--Management.
Advertising campaigns.
HF5823 / .K344 2011
659.111