Advertising account planning : planning and managing an imc campaign /
Kelley, Larry D., 1955-
Advertising account planning : planning and managing an imc campaign / Larry D. Kelley and Donald W. Jugenheimer. - 3rd ed. - ix, 252 p. : ill. ; 24 cm
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.
9780765640352 (hardcover : alk. paper) 9780765640369 (pbk. : alk. paper)
2013050998
Advertising.
Advertising--Management.
Advertising campaigns.
HF5823 / .K344 2015
659.1132 KEL
Advertising account planning : planning and managing an imc campaign / Larry D. Kelley and Donald W. Jugenheimer. - 3rd ed. - ix, 252 p. : ill. ; 24 cm
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.
9780765640352 (hardcover : alk. paper) 9780765640369 (pbk. : alk. paper)
2013050998
Advertising.
Advertising--Management.
Advertising campaigns.
HF5823 / .K344 2015
659.1132 KEL