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Advertising account planning / Sarah Turnbull, Larry Kelley, Donald Jugenheimer.

By: Contributor(s): Material type: TextTextPublisher: New York, NY : Routledge, 2023Edition: 4th editionDescription: 276 pages : illustration ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781032164601
Subject(s): DDC classification:
  • 23 659.1  T.S.A
Summary: 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.
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Holdings
Item type Current library Call number Status Date due Barcode Item holds
Books Books Media and mass communication Library AK4 659.1 T.S.A Available MA0002612
Total holds: 0

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.

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