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Advertising account planning : planning and managing an IMC campaign / Larry D. Kelley and Donald W. Jugenheimer.

By: Contributor(s): Material type: TextTextPublisher: Armonk, N.Y. : M.E. Sharpe, [2011]Copyright date: ©2011Edition: Second editionDescription: ix, 214 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0765625636
  • 9780765625632
  • 0765625644
  • 9780765625649
Subject(s): DDC classification:
  • 659.111 22
LOC classification:
  • HF5823 .K344 2011
Contents:
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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 659.111 KEL (Browse shelf(Opens below)) 1 Available A500723B

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.

Machine converted from AACR2 source record.

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