Advertising account planning : planning and managing strategic communications campaigns /: planning and managing strategic communications campaigns. (2023)

• Record Type: Book
• Further Information: Note: Sarah Turnbull, Larry D. Kelley with Donald W. Jugenheimer.
• Authors: Dr, Turnbull, Sarah; Kelley, Larry D, 1955-; Jugenheimer, Donald W
• Contents: Account Planning History and Practice The Role That Account Planning Plays in a Campaign Brand Destination Planning Situation Analysis: ‘Understanding the Landscape’ Benchmarking Consumer Perceptions Understanding the Consumer Mindset Developing Insights The Role of Strategic Communication Defining the Audience Brand Positioning Brand Personality Brand Essence What is a Big Idea? Briefing the Team to Get a Great Campaign Account Planning and Integration International Advertising Measuring the Success of a Campaign Future Thoughts on Account Planning
• Edition: Fourth edition
• Publisher Details: London : Routledge
• Publication Date: 2023
• Extent: 1 online resource (276 pages), illustrations (black and white)
• Subjects: 659.111; Advertising; Advertising -- Management; Advertising campaigns
• Languages: English
• ISBNs: 9781000936261
• Notes: Note: Includes bibliographical references and index.; Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.