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Advertising Account Planning

New Strategies in the Digital Landscape

Carol J Pardun author Beth E Barnes author Sheri J Broyles author

Format:Paperback

Publisher:Rowman & Littlefield

Published:12th Jun '19

Currently unavailable, and unfortunately no date known when it will be back

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Advertising Account Planning cover

Although there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer still view the digital landscape as permeating every aspect of advertising. Advertising Account Planning in the Digital Media Landscape seeks to bridge that gap by providing a strategic understanding of what the account planner does, a thorough explanation of the kinds of research needed for the account planning process to be successful, and all explained within a digital media mindset. Written in an engaging manner, Advertising Account Planning offers tools and information for effective account planning. Rather than simply adding a digital approach to the traditional understanding of account planning, this book recognizes that advertising in the digital landscape is no longer “new”: rather, it’s fundamental to understanding how advertising functions. This core text incorporates insights from current forward-thinking advertising professionals as well as suggestions for assignments, discussions and additional readings.

ISBN: 9781538114070

Dimensions: 229mm x 162mm x 13mm

Weight: 236g

156 pages