Advertising Account Planning: New Strategies in the Digital Landscape

Pardun, Carol J.; Barnes, Beth E.; Broyles, Sheri J.

ISBN 10: 1538114070 / ISBN 13: 9781538114070

Published by Rowman & Littlefield Publishers, 2019

Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less. Seller Inventory # G1538114070I3N00

Synopsis:

Although there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer view the digital landscape as permeating every aspect of advertising. Advertising Account Planning in the Digital Media Landscape seeks to bridge that gap by providing a strategic understanding of what the account planner does, a thorough explanation of the kinds of research needed for the account planning process to be successful, and all explained within a digital media mindset.

Written in an engaging manner, Advertising Account Planning helps students understand the job of an account planner in this contemporary moment. From data analytics to building a creative brief, this core text systematically covers the tools and skills needed to be a successful advertising account planner.

Features:

Teaches advertising as consumer engagement using the POEM (paid, owned and earned media) modelCovers a range of research techniques including databases, free social media monitoring tools, and customer mapping and critical analysis of adsIllustrates the strategic process that culminates in developing the creative briefIncorporates interviews from industry professionals to give a sense of the actual jobIncludes assignments, discussions and additional readings

About the Authors: Carol J. Pardun is professor in the School of Journalism and Mass Communications at the University of South Carolina.

Beth E. Barnes is professor in the Department of Integrated Strategic Communication in the College of Communication and Information at the University of Kentucky.

Sheri J. Broyles was professor in the advertising department at the Mayborn School of Journalism at the University of North Texas.

Bibliographic Details

Title: Advertising Account Planning: New Strategies...
Publisher: Rowman & Littlefield Publishers
Publication Date: 2019
Binding: Paperback
Condition: Good
Dust Jacket Condition: No Jacket