Advertising account planning : (Record no. 286036)

MARC details
000 -LEADER
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
Holdings
Withdrawn status Lost status Damaged status Not for loan Collection code Home library Current library Shelving location Date acquired Total Checkouts Full call number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
      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