Advertising Account Planning: Planning and Managing an IMC Campaign

By:

Kelley, Larry D

Contributor(s):

Jugenheimer, Donald W

Material type: Text

TextPublication details: Routledge 2014 LondonEdition: 3rd edDescription: 252pISBN:

9780765640369

Subject(s):

Advertising - Management

DDC classification:

659.111 KEL

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Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	659.111 KEL (Browse shelf(Opens below))	Available		M0031530

Total holds: 0

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

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