Advertising account planning : planning and managing an imc campaign /

Title:

Advertising account planning : planning and managing an imc campaign /

Author:

Kelley, Larry D., 1955-

Format:

Book

Institution:

Emerson College

Contents:

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 -- About the authors.

Online access:

No online access

Library holdings:

Emerson Main Stacks
HF5823 .K344 2015 – Available

• Damaged Temporarily at Emerson Information Resources
  On reserve for MK661 -1: Strategic Planning (Marketing: Mills)