Advertising Account Planning: Planning and Managing Strategic Communication Campaigns

This book is unique in its hybrid approach to teaching integrated marketing communications and advertising account planning, providing students with a holistic understanding of the account manager's role within an advertising agency. It offers a solid grounding in theory and practice, with practical insights from practitioners and real-life case studies. The new edition has been thoroughly updated to offer a more global approach with international case studies and pedagogical features to aid student learning and class discussion.

Format: Hardback
Length: 276 pages
Publication date: 20 September 2023
Publisher: Taylor & Francis Ltd

This book stands out from its competitors in its unique approach, seamlessly blending integrated marketing communications with advertising account planning to offer students a comprehensive understanding of the role of an account manager within an advertising agency. It provides students with a solid foundation in both theory and practice, integrating theoretical concepts with practical insights drawn from industry practitioners and real-life case studies. In this updated edition, the book takes a much more global perspective, incorporating international case studies in every chapter to provide a truly global understanding of the field. Additionally, new topics have been introduced to better align with current program curricula, and pedagogical features have been incorporated to enhance student learning and classroom discussion.

The book offers students a comprehensive and holistic understanding of the account manager's role within an advertising agency. It covers key topics such as advertising strategy, media planning, creative development, and client relations, providing students with a comprehensive toolkit for success in the industry.

One of the key strengths of the book is its balanced approach. It combines theoretical concepts with practical insights, allowing students to grasp the theoretical foundations of advertising and marketing while also gaining practical experience through real-life case studies and industry examples. This combination of theory and practice helps students develop a strong understanding of the industry and prepares them for real-world challenges.

Another notable feature of the book is its international focus. With case studies from across the globe, students gain a global perspective on advertising and marketing, learning about different cultural and market nuances that can impact advertising campaigns. This international focus helps students develop a broader understanding of the industry and prepares them for international career opportunities.

The book is well-organized and easy to read, with clear headings, subheadings, and illustrations to aid student comprehension. It also includes a comprehensive glossary and reference list to further support student learning.

In conclusion, this book is an essential resource for students studying advertising, marketing, or related fields. Its unique approach, balanced approach, international focus, and comprehensive coverage make it an invaluable tool for developing a strong understanding of the account manager's role within an advertising agency. Whether you are a novice or an experienced professional, this book will help you succeed in your career and achieve your goals.

Weight: 690g
Dimension: 229 x 152 (mm)
ISBN-13: 9781032168227
Edition number: 4 ed