Advertising Account Planning - Planning and Managing Strategic Communication Campaigns (4th edition)

This practical and comprehensive text 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 American Advertising Federation ( AAF) National Student Advertising Competition ( NSAC) or the Collegiate EFFIES. Online resources include PowerPoint slides and a test bank.

General

Imprint:	Taylor & Francis
Country of origin:	United Kingdom
Release date:	September 2023
First published:	2024
Authors:	Sarah Turnbull • Larry Kelley • Donald Jugenheimer
Dimensions:	229 x 152mm (L x W)
Pages:	276
Edition:	4th edition
ISBN-13:	978-1-03-216460-1
Categories:	Books
LSN:	1-03-216460-3
Barcode:	9781032164601

Is the information for this product incomplete, wrong or inappropriate? Let us know about it.

Does this product have an incorrect or missing image? Send us a new image.

Is this product missing categories? Add more categories.

Review This Product

No reviews yet - be the first to create one!