Advertising account planning /
Turnbull, Sarah ,
Advertising account planning / Sarah Turnbull, Larry Kelley, Donald Jugenheimer. - 4th edition - 276 pages : illustration ; 23 cm.
Includes bibliographical references and index
This practical and comprehensive textbook provides advertising account planning principles within an integrated marketing communications framework. Fully updated for its fourth edition, it includes global case studies, a new chapter on international advertising, and expanded coverage of digital marketing, ethics, influencer marketing, and campaign analytics. Suitable for students and practitioners alike, it prepares readers to manage strategic communication campaigns and participate in major advertising competitions.
9781032164601
Advertising--Planning
Marketing communications--Brand management
Textbooks
Case studies.
659.1 / T.S.A
Advertising account planning / Sarah Turnbull, Larry Kelley, Donald Jugenheimer. - 4th edition - 276 pages : illustration ; 23 cm.
Includes bibliographical references and index
This practical and comprehensive textbook provides advertising account planning principles within an integrated marketing communications framework. Fully updated for its fourth edition, it includes global case studies, a new chapter on international advertising, and expanded coverage of digital marketing, ethics, influencer marketing, and campaign analytics. Suitable for students and practitioners alike, it prepares readers to manage strategic communication campaigns and participate in major advertising competitions.
9781032164601
Advertising--Planning
Marketing communications--Brand management
Textbooks
Case studies.
659.1 / T.S.A