TY  - BOOK
AU  - Kelley,Larry D.
AU  - Jugenheimer,Donald W.
TI  - Advertising account planning: planning and managing an IMC campaign 
SN  - 0765625636
AV  - HF5823 .K344 2011
U1  - 659.111 22
PY  - 2011///]
CY  - Armonk, N.Y.
PB  - M.E. Sharpe
KW  - Advertising
KW  - Management
KW  - Advertising campaigns
N1  - 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
ER  -