eBook - ePub

Advertising Account Planning

Name: Advertising Account Planning
ISBN: 9781000936261

Planning and Managing Strategic Communication Campaigns

Sarah Turnbull,

Larry Kelley,

Donald Jugenheimer,

276 pages
English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

Advertising Account Planning

Planning and Managing Strategic Communication Campaigns

Sarah Turnbull,

Larry Kelley,

Donald Jugenheimer,

About this book

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.

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Yes, you can access Advertising Account Planning by Sarah Turnbull,Larry Kelley,Donald Jugenheimer in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over one million books available in our catalogue for you to explore.