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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Advertising Account Planning - New Strategies in the Digital Landscape (Paperback)
Loot Price: R720
Discovery Miles 7 200
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Advertising Account Planning - New Strategies in the Digital Landscape (Paperback)
Expected to ship within 12 - 17 working days
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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.
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