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005 | 20221102161455.0 | ||
008 | 110612s2011 nyua b 001 0 eng d | ||
010 | _a 2010022585 | ||
011 | _aBIB MATCHES WORLDCAT | ||
020 |
_a0765625636 _qhbk. (alk. paper) |
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020 |
_a9780765625632 _qhbk. (alk. paper) |
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020 |
_a0765625644 _qpbk. |
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020 |
_a9780765625649 _qpbk. |
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035 | _a(OCoLC)607977682 | ||
040 |
_aDLC _beng _erda _cDLC _dYDX _dBTCTA _dYDXCP _dBWX _dCDX _dLML _dATU |
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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] |
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264 | 4 | _c©2011 | |
300 |
_aix, 214 pages : _billustrations ; _c24 cm |
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336 |
_atext _btxt _2rdacontent |
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337 |
_aunmediated _bn _2rdamedia |
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338 |
_avolume _bnc _2rdacarrier |
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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 |
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942 | _cB | ||
945 |
_a659.111 KEL _g1 _iA500723B _j0 _lcmain _o- _p$123.16 _q- _r- _s- _t0 _u12 _v0 _w1 _x1 _y.i13149568 _z29-10-15 |
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_c1224791 _d1224791 |