Advertising Account Planning: Planning and Managing an IMC Campaign
Kelley, Larry D.
Advertising Account Planning: Planning and Managing an IMC Campaign - 3rd ed - London Routledge 2014 - 252p
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
9780765640369
Advertising - Management
659.111 / KEL
Advertising Account Planning: Planning and Managing an IMC Campaign - 3rd ed - London Routledge 2014 - 252p
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
9780765640369
Advertising - Management
659.111 / KEL