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|a 659.1/11
|2 23
|
| 100 |
1 |
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|a Kelley, Larry D.,
|d 1955-
|e author.
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| 245 |
1 |
0 |
|a Advertising account planning :
|b planning and managing an imc campaign /
|c Larry D. Kelley and Donald W. Jugenheimer.
|
| 250 |
|
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|a Third Edition.
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| 264 |
|
1 |
|a Armonk, New York :
|b M.E. Sharpe,
|c [2015]
|
| 300 |
|
|
|a ix, 252 pages ;
|c 24 cm
|
| 336 |
|
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|a text
|b txt
|2 rdacontent
|
| 337 |
|
|
|a unmediated
|b n
|2 rdamedia
|
| 338 |
|
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|a volume
|b nc
|2 rdacarrier
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| 504 |
|
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|a Includes bibliographical references and index.
|
| 505 |
0 |
|
|a 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 |
|a Advertising.
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| 650 |
|
0 |
|a Advertising
|x Management.
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| 650 |
|
0 |
|a Advertising campaigns.
|
| 650 |
|
7 |
|a Advertising.
|2 fast
|0 (OCoLC)fst00797511
|
| 650 |
|
7 |
|a Advertising campaigns.
|2 fast
|0 (OCoLC)fst00797831
|
| 650 |
|
7 |
|a Advertising
|x Management.
|2 fast
|0 (OCoLC)fst00797692
|
| 700 |
1 |
|
|a Jugenheimer, Donald W.,
|e author.
|
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|a Texas A&M University
|b College Station
|c Business Library & Collaboration Commons
|d BLCC: Reserves
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|i unmediated -- volume
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