Advertising account planning : planning and managing an imc campaign / Larry D. Kelley and Donald W. Jugenheimer.
Material type:![Text](/opac-tmpl/lib/famfamfam/BK.png)
- 9780765640352 (hardcover : alk. paper)
- 9780765640369 (pbk. : alk. paper)
- R 659.1 KEL.A
Item type | Current library | Home library | Collection | Call number | Copy number | Status | Date due | Barcode | |
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Dept. of Commerce Processing Center | Dept. of Commerce | Reference | R 659.1 KEL.A (Browse shelf(Opens below)) | 1 | Not For Loan | COM 7684 |
Includes bibliographical references and index.
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.
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