Advertising Account Planning: Planning and Managing an IMC Campaign (Record no. 101618)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01296aam a2200217 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20160625211035.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 160623b xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780765640369 |
| 040 ## - CATALOGING SOURCE | |
| Transcribing agency | |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.111 |
| Item number | KEL |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Kelley, Larry D. |
| 9 (RLIN) | 2015 |
| 245 ## - TITLE STATEMENT | |
| Title | Advertising Account Planning: Planning and Managing an IMC Campaign |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 3rd ed |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Name of publisher, distributor, etc. | Routledge |
| Date of publication, distribution, etc. | 2014 |
| Place of publication, distribution, etc. | London |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 252p |
| 500 ## - GENERAL NOTE | |
| General note | Preface and acknowledgments<br/>Account planning history and practice<br/>The role that account planning plays in a campaign<br/>Brand destination planning<br/>Situation analysis<br/>Benchmarking consumer perceptions<br/>Understanding the consumer mind-set<br/>Developing insights<br/>The role of advertising<br/>Segmenting the target market<br/>Brand positioning<br/>Brand personality<br/>Brand essence<br/>What is a big idea?<br/>Briefing the team to get a great campaign<br/>Account planning and imc<br/>Measuring the success of a campaign<br/>The future of account planning<br/>Business-to-business case study: recon software<br/>Packaged-goods case study: chiffon margarine<br/>Retail case study: kmart and sears<br/>Index |
| 600 ## - SUBJECT ADDED ENTRY--PERSONAL NAME | |
| Personal name | Advertising - Management |
| 9 (RLIN) | 4543 |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Jugenheimer, Donald W. |
| 9 (RLIN) | 2016 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Book |
| Call number prefix | 659.111 |
| Call number suffix | KEL |
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