Advertising account planning planning and managing an imc campaign
| Autor principal: | |
|---|---|
| Otros Autores: | |
| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
London ; New York :
Routledge
2015
|
| Edición: | 3rd ed |
| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991008850399708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Tabla de Contenidos:
- Preface and acknowledgments
- Account planning history and practice
- The role that account planning plays in a campaign
- Brand destination planning
- Situation analysis
- Benchmarking consumer perceptions
- Understanding the consumer mind-set
- Developing insights
- The role of advertising
- Segmenting the target market
- Brand positioning
- Brand personality
- Brand essence
- What is a big idea?
- Briefing the team to get a great campaign
- Account planning and imc
- Measuring the success of a campaign
- The future of account planning
- Business-to-business case study: recon software
- Packaged-goods case study: chiffon margarine
- Retail case study: kmart and sears
- Index
- About the authors.
