MARC Record from Library of Congress

LEADER: 01777cam a2200325 i 4500
001 2013050998
003 DLC
005 20150524074615.0
008 140117s2015 nyu b 001 0 eng
010 $a 2013050998
020 $a9780765640352 (hardcover : alk. paper)
020 $a9780765640369 (pbk. : alk. paper)
040 $aDLC$beng$cDLC$erda$dDLC
042 $apcc
050 00 $aHF5823$b.K344 2015
082 00 $a659.1/11$223
100 1 $aKelley, Larry D.,$d1955-
245 10 $aAdvertising account planning :$bplanning and managing an imc campaign /$cby Larry D. Kelley and Donald W. Jugenheimer.
250 $aThird Edition.
264 1 $aArmonk, New York :$bM.E. Sharpe, Inc.,$c[2015]
300 $aix, 252 pages ;$c24 cm
336 $atext$2rdacontent
337 $aunmediated$2rdamedia
338 $avolume$2rdacarrier
504 $aIncludes bibliographical references and index.
505 0 $aPreface 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 $aAdvertising.
650 0 $aAdvertising$xManagement.
650 0 $aAdvertising campaigns.
700 1 $aJugenheimer, Donald W.