TY  - BOOK
AU  - Kelley,Larry D.
AU  - Jugenheimer, Donald W.
TI  - Advertising account planning: planning and managing an IMC campaign 
SN  - 9780765640369
U1  - 659.111 KE AD 
PY  - 2015///
CY  - London
PB  - Routledge
KW  - Advertising
KW  - Management
KW  - Advertising campaigns
N1  - Includes bibliographical references and index
N2  - 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
ER  -