000			01296aam a2200217 4500
003			OSt
005			20160625211035.0
008			160623b xxu||||| |||| 00| 0 eng d
020			_a9780765640369
040			_c
082			_a659.111 _bKEL
100			_aKelley, Larry D. _92015
245			_aAdvertising Account Planning: Planning and Managing an IMC Campaign
250			_a3rd ed
260			_bRoutledge _c2014 _aLondon
300			_a252p
500			_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
600			_aAdvertising - Management _94543
700			_aJugenheimer, Donald W. _92016
942			_2ddc _cLB _k659.111 _mKEL
999			_c101618 _d101618