Advertising account planning
Subtitle: planning and managing an IMC campaign
By: by Larry D. Kelley and Donald W. Jugenheimer
Contributors: Jugenheimer, Donald W.
Edition: 2nd ed.
Publisher: M.E. Sharpe, Inc.; Routledge; Brand: M.E.Sharpe
Published: 2011
Place of publication: Armonk, N.Y
Language: eng
Number of pages: 224
ISBN-13: 9780765625632
Notes: Rev. ed. of: Advertising account planning : a practical guide. 2006.

Includes bibliographical references and index.
Table of contents: title: Account planning history and practice; title: The role that account planning plays in a campaign; title: Brand destination planning; title: Situation analysis; title: Benchmarking consumer perceptions; title: Understanding the consumer mindset; title: Developing insights; title: The role of advertising; title: Segmenting the target market; title: Brand positioning; title: Brand personality; title: Brand essence; title: What is a big idea; title: Briefing the team to get a great campaign; title: Account planning and imc; title: Measuring the success of a campaign; title: Business-to-business case study: recon software; title: Packaged-goods case study: Chiffon margarine; title: Retail case study: Kmart and Sears.