Advertising account planning : (Record no. 35819)

MARC details
ISBN
International Standard Book Number 9780765640369
DEWEY DECIMAL CLASSIFICATION NUMBER
Call number 659.111 KE AD
MAIN ENTRY--PERSONAL AUTHOR
Authors Kelley, Larry D.
TITLE STATEMENT
Title Advertising account planning :
Subtitle planning and managing an IMC campaign /
Statement of responsibility, etc. Larry D. Kelley, Donald W. Jugenheimer
PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication London :
Publisher Routledge,
Date c2015.
PHYSICAL DESCRIPTION
Extent ix, 252 p. :
Other Details ill. ;
Size 25 cm.
BIBLIOGRAPHY, ETC. NOTE
Note Includes bibliographical references and index.
SUMMARY
Summary 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.
SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Heading Advertising
SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Heading Advertising
General Management
SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Heading Advertising campaigns
ADDED ENTRY
Personal name Jugenheimer, Donald W.
MAIN ENTRY--PERSONAL AUTHOR
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SUBJECT ADDED ENTRY--TOPICAL TERM
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SUBJECT ADDED ENTRY--TOPICAL TERM
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SUBJECT ADDED ENTRY--TOPICAL TERM
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ADDED ENTRY
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Holdings
Date last seen Full call number Barcode Price effective from Koha item type Public note Lost status Source of classification or shelving scheme Damaged status Not for loan Withdrawn status Permanent location Current location Shelving location Date acquired Source of acquisition
15/04/2019 659.111 KE AD T0062235 15/04/2019 REGULAR May2019   Dewey Decimal Classification       University of Wollongong in Dubai University of Wollongong in Dubai Main Collection 25/04/2019 Coop