Advertising account planning :
Kelley, Larry D.
Advertising account planning : planning and managing an IMC campaign / Larry D. Kelley, Donald W. Jugenheimer - London : Routledge, c2015. - ix, 252 p. : ill. ; 25 cm.
Includes bibliographical references and index.
Covers the critical role of the account planner in advertising. This work follows the logical progression of the account-planning task from start to finish, including understanding the customer, defining the target market, defining the benefit, brand positioning, the creative brief, and measuring success.
9780765640369
Advertising
Advertising--Management
Advertising campaigns
659.111 KE AD
Advertising account planning : planning and managing an IMC campaign / Larry D. Kelley, Donald W. Jugenheimer - London : Routledge, c2015. - ix, 252 p. : ill. ; 25 cm.
Includes bibliographical references and index.
Covers the critical role of the account planner in advertising. This work follows the logical progression of the account-planning task from start to finish, including understanding the customer, defining the target market, defining the benefit, brand positioning, the creative brief, and measuring success.
9780765640369
Advertising
Advertising--Management
Advertising campaigns
659.111 KE AD