Advertising account planning : planning and managing an IMC campaign
Larry D. Kelley and Donald W. Jugenheimer
| Year of publication: |
2011 ; 2nd ed.
|
|---|---|
| Authors: | Kelley, Larry D. ; Jugenheimer, Donald W. |
| Publisher: |
Armonk, NY [u.a.] : M.E. Sharpe |
| Subject: | Werbung | Advertising | Werbewirtschaft | Advertising industry | Werbeplanung | Advertising planning |
| Description of contents: | Table of Contents [gbv.de] |
| Extent: | ix, 214 pages illustrations 24 cm |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Ratgeber ; Guidebook |
| Language: | English |
| Notes: | Revised edition of: Advertising account planning : a practical guide. 2006 Includes bibliographical references and index Account planning history and practiceThe 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 -- Business-to-business case study: recon software -- Packaged-goods case study: Chiffon margarine -- Retail case study: Kmart and Sears. |
| ISBN: | 978-0-7656-2563-2 ; 978-0-7656-2564-9 ; 0-7656-2564-4 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010459355