| 000 | 01474cam a2200217Ia 4500 | ||
|---|---|---|---|
| 999 |
_c35819 _d35819 |
||
| 008 | 190513b xxu||||| |||| 00| 0 eng d | ||
| 020 | _a9780765640369 | ||
| 082 | _a659.111 KE AD | ||
| 100 | 1 |
_aKelley, Larry D. _927920 |
|
| 245 | 1 | 0 |
_aAdvertising account planning : _bplanning and managing an IMC campaign / _cLarry D. Kelley, Donald W. Jugenheimer |
| 260 |
_aLondon : _bRoutledge, _cc2015. |
||
| 300 |
_aix, 252 p. : _bill. ; _c25 cm. |
||
| 504 | _aIncludes bibliographical references and index. | ||
| 520 | _aCovers 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. | ||
| 650 | 0 |
_aAdvertising _9669 |
|
| 650 | 0 |
_aAdvertising _xManagement _94615 |
|
| 650 | 0 |
_aAdvertising campaigns _927633 |
|
| 700 |
_aJugenheimer, Donald W. _922962 |
||