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008 110612s2011 nyua b 001 0 eng d
010 _a 2010022585
011 _aBIB MATCHES WORLDCAT
020 _a0765625636
_qhbk. (alk. paper)
020 _a9780765625632
_qhbk. (alk. paper)
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_qpbk.
020 _a9780765625649
_qpbk.
035 _a(OCoLC)607977682
040 _aDLC
_beng
_erda
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_dYDX
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_dYDXCP
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050 0 0 _aHF5823
_b.K344 2011
082 0 0 _a659.111
_222
100 1 _aKelley, Larry D.,
_d1955-
_eauthor.
_9442163
245 1 0 _aAdvertising account planning :
_bplanning and managing an IMC campaign /
_cLarry D. Kelley and Donald W. Jugenheimer.
250 _aSecond edition.
264 1 _aArmonk, N.Y. :
_bM.E. Sharpe,
_c[2011]
264 4 _c©2011
300 _aix, 214 pages :
_billustrations ;
_c24 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
500 _aRevised edition of: Advertising account planning : a practical guide. 2006.
504 _aIncludes bibliographical references and index.
505 0 _aAccount 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.
588 _aMachine converted from AACR2 source record.
650 0 _aAdvertising.
_9313421
650 0 _aAdvertising
_xManagement.
_9313432
650 0 _aAdvertising campaigns.
_9313450
700 1 _aJugenheimer, Donald W.,
_eauthor.
_91040781
907 _a.b12108418
_b11-07-17
_c28-10-15
942 _cB
945 _a659.111 KEL
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