Advertising Account Planning: Planning and Managing Strategic Communication Campaigns

£34.20

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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    EAN: 5000000490073 SKU: 9077C233 Category:

    Additional information

    Publisher

    4th edition (20 Sept. 2023), Routledge

    Language

    English

    File size

    15301 KB

    Simultaneous device usage

    Up to 4 simultaneous devices, per publisher limits

    Text-to-Speech

    Enabled

    Enhanced typesetting

    Enabled

    X-Ray

    Not Enabled

    Word Wise

    Enabled

    Sticky notes

    On Kindle Scribe

    Print length

    286 pages

    Page numbers source ISBN

    1032168226

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    Advertising Account Planning: Planning and Managing Strategic Communication Campaigns