Advertising account planning : (Record no. 286036)
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000 -LEADER | |
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fixed length control field | 01428cam a2200217 i 4500 |
020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
International Standard Book Number | 9780765640352 (hardcover : alk. paper) |
020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
International Standard Book Number | 9780765640369 (pbk. : alk. paper) |
082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
Classification number | R 659.1 KEL.A |
100 1# - MAIN ENTRY--PERSONAL NAME | |
Personal name | Kelley, Larry D., |
245 10 - TITLE STATEMENT | |
Title | Advertising account planning : |
Remainder of title | planning and managing an imc campaign / |
Statement of responsibility, etc. | Larry D. Kelley and Donald W. Jugenheimer. |
250 ## - EDITION STATEMENT | |
Edition statement | Third Edition. |
260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
Place of publication, distribution, etc. | New York: |
Name of publisher, distributor, etc. | Routledge, |
Date of publication, distribution, etc. | 2015. |
300 ## - PHYSICAL DESCRIPTION | |
Extent | ix, 252 pages ; |
504 ## - BIBLIOGRAPHY, ETC. NOTE | |
Bibliography, etc. note | Includes bibliographical references and index. |
505 0# - FORMATTED CONTENTS NOTE | |
Formatted contents note | Preface and acknowledgments -- 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 mind-set -- 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 -- The future of account planning -- Business-to-business case study: recon software -- Packaged-goods case study: chiffon margarine -- Retail case study: kmart and sears -- Index -- About the authors. |
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
Topical term or geographic name entry element | Advertising. |
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
Topical term or geographic name entry element | Advertising |
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
Topical term or geographic name entry element | Advertising campaigns. |
700 1# - ADDED ENTRY--PERSONAL NAME | |
Personal name | Jugenheimer, Donald W. |
942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
Koha item type | Book |
Withdrawn status | Lost status | Damaged status | Not for loan | Collection code | Home library | Current library | Shelving location | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
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Not For Loan | Reference | Dept. of Commerce | Dept. of Commerce | Processing Center | 02/07/2021 | R 659.1 KEL.A | COM 7684 | 02/07/2021 | 1 | 02/07/2021 | Book |