Advertising Account Planning : Planning and Managing Strategic Communication Campaigns Paperback / softback
by Sarah Turnbull, Larry Kelley, Donald Jugenheimer
Paperback / softback
Description
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 lifeA new chapter on International Advertising addressing the challenges of managing a global campaignPedagogical features and visual aids to support student learning and comprehension, including reflective questions and mini-cases drawn from current industry examplesNew 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 analyticsProviding 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.
Information
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Only a few left - usually despatched within 24 hours
- Format:Paperback / softback
- Pages:276 pages, 14 Tables, black and white; 34 Line drawings, black and white; 11 Halftones, black and wh
- Publisher:Taylor & Francis Ltd
- Publication Date:20/09/2023
- Category:
- ISBN:9781032164601
Other Formats
- PDF from £46.79
- EPUB from £46.79
- Hardback from £175.00
Information
-
Only a few left - usually despatched within 24 hours
- Format:Paperback / softback
- Pages:276 pages, 14 Tables, black and white; 34 Line drawings, black and white; 11 Halftones, black and wh
- Publisher:Taylor & Francis Ltd
- Publication Date:20/09/2023
- Category:
- ISBN:9781032164601
