Advertising Account Planning: Planning and Managing Strategic Communication Campaigns
Language: English
Published by Routledge, 2023
- Hardcover
- New
Seller: Revaluation Books, Exeter, United KingdomRevaluation Books
AbeBooks seller since January 6, 2003
Condition: New
£ 296.45
Quantity: 2 available
Add to basketItem description from seller
4th edition. 304 pages. 9.00x6.00x0.84 inches. In Stock.
Seller Inventory # x-1032168226
- Title
- Advertising Account Planning: Planning and Managing Strategic Communication Campaigns
- Author
- Turnbull, Sarah/ Kelley, Larry/ Jugenheimer, Donald
- Publisher
- Routledge
- Publication year
- 2023
- Condition
- Brand New
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 1032168226
- ISBN 13
- 9781032168227
- Edition
- 4th Edition
- Item weight
- 0.69 kilograms
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.
"Synopsis" may belong to another edition of this title.
About the Author
Sarah Turnbull PhD, MBA, MSc, FCIM, DipM, FHEA is a Professor in Marketing at the University of Portsmouth.
Larry D. Kelley is an educator, author and advertising professional. His areas of specialization include brand communication management, planning and strategy.
Donald W. Jugenheimer is an author, researcher, consultant, and educator. He has authored or co-authored 28 books.
"About the title" may belong to another edition of this title.
Revaluation Books
Exeter, United Kingdom
AbeBooks seller since January 6, 2003
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Edward Bowditch Ltd
Exstowe, Exton
Exeter, United Kingdom EX3 0PP
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