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

By: Kelley, Larry D, 1955-.
Contributor(s): Jugenheimer, Donald W.
Material type: materialTypeLabelBookCall no.: COMM HF 2015 664208Publication: New York : Routledge, 2015Edition: Third edition.Description: ix, 252 pages : ill.Notes: First edition published as: Advertising account planning : a practical guide.ISBN: 9780765640369; 076564035X; 9780765640352; 0765640368.Subject(s): Advertising | Advertising -- Management | Advertising campaigns
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.
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Book Book Faculty of Journalism and Mass Communication Library
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General Books COMM HF 2015 664208 (See Similar Items) Checked out 30/08/2019 31379015121685

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First edition published as: Advertising account planning : a practical guide.

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.

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