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: |
978-1-03-216822-7 |
| Categories: |
Books
|
| LSN: |
1-03-216822-6 |
| Barcode: |
9781032168227 |
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