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Advertising Account Planning Larry Kelley (University of Houston, USA)

Advertising Account Planning By Larry Kelley (University of Houston, USA)

Advertising Account Planning by Larry Kelley (University of Houston, USA)

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Advertising Account Planning Summary

Advertising Account Planning: Planning and Managing an IMC Campaign by Larry Kelley (University of Houston, USA)

Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.

About Larry Kelley (University of Houston, USA)

Larry Kelley is a Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA. He teaches advertising media planning, advertising account planning, and prinicples of advertising, among other classes. He has authored or co-authored 7 books. Donald W. Jugenheimer is an author, researcher, consultant and educator. His specialties are communication, advertising and media management, media economics and advertising media. He has authord or co-authored 20 books.

Table of Contents

1. Account Planning History and Practice 2. The Role That Account Planning Plays in a Campaign 3. Brand Destination Planning 4. Situation Analysis 5. Benchmarking Consumer Perceptions 6. Understanding the Consumer Mindset 7. Developing Insights 8. The Role of Advertising 9. Segmenting the Target Market 10. Brand Positioning 11. Brand Personality 12. Brand Essence 13. What Is a Big Idea? 14. Briefing the Team to Get a Great Campaign 15. Account Planning and IMC 16. Measuring the Success of a Campaign 17. The Future of Account Planning 18. Business-to-Business Case Study: Recon Software 19. Packaged-Goods Case Study: Chiffon Margarine 20. Retail Case Study: Kmart and Sears

Additional information

CIN0765640368G
9780765640369
0765640368
Advertising Account Planning: Planning and Managing an IMC Campaign by Larry Kelley (University of Houston, USA)
Larry Kelley (University of Houston, USA)
Used - Good
Paperback
Taylor & Francis Ltd
2014-09-22
262
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Advertising Account Planning