TY  - BOOK
AU  - Kelley,Larry D.
AU  - Jugenheimer,Donald W.
TI  - Advertising account planning: planning and managing an imc campaign 
SN  - 9780765640352 (hardcover : alk. paper)
U1  - R 659.1 KEL.A 
PY  - 2015///
CY  - New York
PB  - Routledge
KW  - Advertising
KW  - Advertising campaigns
N1  - 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
ER  -