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Advertising account planning : planning and managing an imc campaign / Larry D. Kelley and Donald W. Jugenheimer.

By: Contributor(s): Material type: TextTextPublication details: New York: Routledge, 2015.Edition: Third EditionDescription: ix, 252 pagesISBN:
  • 9780765640352 (hardcover : alk. paper)
  • 9780765640369 (pbk. : alk. paper)
Subject(s): DDC classification:
  • R 659.1 KEL.A
Contents:
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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Holdings
Item type Current library Home library Collection Call number Copy number Status Date due Barcode
Book Book 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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