Advertising Account Planning
Planning and Managing Strategic Communication Campaigns
Sarah Turnbull author Larry Kelley author Donald Jugenheimer author
Format:Paperback
Publisher:Taylor & Francis Ltd
Published:20th Sep '23
Currently unavailable, and unfortunately no date known when it will be back
This paperback is available in another edition too:
- Hardback£175.00(9781032168227)
This practical and comprehensive text effectively provides advertising account planning principles within an integrated marketing communications framework. With a world-renowned textbook author team, this 4th edition has been fully updated to include:
- Fresh professional examples and mini-case studies within each chapter with a more global outlook than previous editions, bringing the theoretical concepts to life
- A new chapter on International Advertising addressing the challenges of managing a global campaign
- Pedagogical features and visual aids to support student learning and comprehension, including reflective questions and mini-cases drawn from current industry examples
- New and expanded content covering digital marketing and technologies; the customer journey; ethics and corporate social responsibility; global positioning of the brand; paid, earned and owned media; influencer marketing, and campaign measurement and analytics
Providing a full understanding of the advertising account planning process, this textbook is perfect for both the industry and classroom. The textbook will equip students of Marketing Communications, Advertising Management and Brand Management with the knowledge and skills they need to plan and manage a strategic communications campaign, including prominent advertising student competitions such as American Advertising Federation ( AAF) National Student Advertising Competition ( NSAC) or the Collegiate EFFIES.
Online resources include PowerPoint slides and a test bank.
"With its accessible format, real-world examples, and logical and thorough presentation, Advertising Account Planning is the go-to guide for both students and practitioners in account planning, consumer behavior, and campaign development. The expanded content on digital marketing and media technologies provides a full, up-to-date understanding of the process."
Lisa C. Troy, Texas A&M University
ISBN: 9781032164601
Dimensions: unknown
Weight: 399g
276 pages
4th edition