Sarah Turnbull,Larry Kelley,Donald Jugenheimer
Advertising Account Planning: Planning and Managing Strategic Communication Campaigns
Advertising Account Planning: Planning and Managing Strategic Communication Campaigns
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Excellent- More about Advertising Account Planning: Planning and Managing Strategic Communication Campaigns
This textbook provides a comprehensive understanding of advertising account planning within an integrated marketing communications framework, with updated examples and a global outlook. It is ideal for students of Marketing Communications, Advertising Management, and Brand Management and includes online resources for further study.
Format: Paperback / softback
Length: 276 pages
Publication date: 20 September 2023
Publisher: Taylor & Francis Ltd
This practical and comprehensive textbook 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 the American Advertising Federation (AAF) National Student Advertising Competition (NSAC) or the Collegiate EFFIES.
Online resources include PowerPoint slides and a test bank.
Weight: 422g
Dimension: 152 x 228 x 20 (mm)
ISBN-13: 9781032164601
Edition number: 4 ed
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