Advertising account planning : planning and managing an IMC campaign / Larry D. Kelley and Donald W. Jugenheimer.
Material type:
TextPublisher: Armonk, N.Y. : M.E. Sharpe, [2011]Copyright date: ©2011Edition: Second editionDescription: ix, 214 pages : illustrations ; 24 cmContent type: - text
- unmediated
- volume
- 0765625636
- 9780765625632
- 0765625644
- 9780765625649
- 659.111 22
- HF5823 .K344 2011
| 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 |
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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.
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