Advertising account planning : planning and managing an imc campaign /
Larry D. Kelley and Donald W. Jugenheimer.
- Third Edition.
- New York: Routledge, 2015.
- ix, 252 pages ;
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.