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Advertising account planning : planning and managing an IMC campaign / Larry D. Kelley, Donald W. Jugenheimer

By: Contributor(s): Material type: TextTextPublication details: London : Routledge, c2015.Description: ix, 252 p. : ill. ; 25 cmISBN:
  • 9780765640369
Subject(s): DDC classification:
  • 659.111 KE AD
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.
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Item type Current library Call number Status Notes Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 659.111 KE AD (Browse shelf(Opens below)) Available May2019 T0062235

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.

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