Advertising Account Planning - New Strategies in the Digital Landscape (Paperback)

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.

General

Imprint:	Rowman & Littlefield Publishers
Country of origin:	United States
Release date:	June 2019
Authors:	Carol J. Pardun • Beth E. Barnes • Sheri J. Broyles
Dimensions:	229 x 162 x 13mm (L x W x T)
Format:	Paperback
Pages:	156
ISBN-13:	978-1-5381-1407-0
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Business & Economics > Business & management > Sales & marketing > Advertising Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > Information technology industries Promotions
LSN:	1-5381-1407-0
Barcode:	9781538114070

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