Kelley, Larry D.,  1955- <br/><br/>
Advertising account planning :  planning and managing an IMC campaign / 
Larry D. Kelley and Donald W. Jugenheimer. 
 - Second edition. 
 - ix, 214 pages :  illustrations ;  24 cm 
<br/><br/> Revised edition of: Advertising account planning : a practical guide. 2006. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>0765625636 9780765625632 0765625644 9780765625649 
<br/><br/><label>LCCN: </label>2010022585 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Advertising--Management.<br/>Advertising campaigns.
<br/><br/><label>LC Class. No.: </label>HF5823  / .K344 2011 
<br/><br/><label>Dewey Class. No.: </label>659.111