Advertising Account Planning: Planning and Managing Strategic Communication Campaigns

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Sarah Turnbull Larry Kelley

Advertising Account Planning

Planning and Managing Strategic Communication Campaigns

Sarah Turnbull, Larry Kelley, Donald Jugenheimer

$110

Paperback

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English

Routledge
20 September 2023

Economics; Advertising; Advertising industry

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.

By: Sarah Turnbull, Larry Kelley, Donald Jugenheimer
Imprint: Routledge
Country of Publication: United Kingdom
Edition: 4th edition
Dimensions: Height: 229mm, Width: 152mm,
Weight: 530g
ISBN: 9781032164601
ISBN 10: 1032164603
Pages: 276
Publication Date: 20 September 2023
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

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.

Reviews for Advertising Account Planning: Planning and Managing Strategic Communication Campaigns

"""With its accessible format, real-world examples, and logical and thorough presentation, Advertising Account Planning is the go-to guide for both students and practitioners in account planning, consumer behavior, and campaign development. The expanded content on digital marketing and media technologies provides a full, up-to-date understanding of the process."" Lisa C. Troy, Texas A&M University"