Advertising account planning: planning and managing strategic communication campaigns - Kelly, Larry D.; Turnbull, Sarah; Jugenheimer, Donald W. (London and New York Routledge, 2024)
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. 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.
Keywords: Business and Economics; Social Sciences; Advertising and Promotion