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

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

Label
Advertising account planning : planning and managing an imc campaign
Title
Advertising account planning
Title remainder
planning and managing an imc campaign
Statement of responsibility
Larry D. Kelley and Donald W. Jugenheimer
Creator
Contributor
Author
Subject
Language
eng
Cataloging source
DLC
http://library.link/vocab/creatorDate
1955-
http://library.link/vocab/creatorName
Kelley, Larry D.
Illustrations
illustrations
Index
index present
LC call number
HF5823
LC item number
.K344 2015
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorName
Jugenheimer, Donald W.
http://library.link/vocab/subjectName
  • Advertising
  • Advertising
  • Advertising campaigns
  • Advertising
  • Advertising campaigns
  • Advertising
Label
Advertising account planning : planning and managing an imc campaign, Larry D. Kelley and Donald W. Jugenheimer
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier MARC source
rdacarrier
Content category
text
Content type MARC source
rdacontent
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
Control code
868510199
Dimensions
24 cm
Edition
Third Edition.
Extent
ix, 252 pages;
Isbn
9780765640352
Lccn
2013050998
Media category
unmediated
Media MARC source
rdamedia
Other physical details
illustrations
System control number
(OCoLC)868510199
Label
Advertising account planning : planning and managing an imc campaign, Larry D. Kelley and Donald W. Jugenheimer
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier MARC source
rdacarrier
Content category
text
Content type MARC source
rdacontent
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
Control code
868510199
Dimensions
24 cm
Edition
Third Edition.
Extent
ix, 252 pages;
Isbn
9780765640352
Lccn
2013050998
Media category
unmediated
Media MARC source
rdamedia
Other physical details
illustrations
System control number
(OCoLC)868510199

Library Locations

    • Journalism LibraryBorrow it
      102 Reynolds Jrnlism Institute, Columbia, MO, 65211, US
      38.947290 -92.328025
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