000			01582nam a2200253 4500
005			20250327155609.0
008			250325b |||||||| |||| 00| 0 eng d
020			_a9781032164601
037			_cTextual
040			_aRTL _cRTL
084			_aX:513-8 R4 _qRTL
100			_aKelly, Larry D. _9747528
245			_aAdvertising account planning: planning and managing strategic communication campaigns
250			_a4th
260			_aLondon and New York _bRoutledge _c2024
300			_ax, 276p. _bIncludes index
521			_aThis 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.
650			_aBusiness and Economics _9747531
650			_aSocial Sciences
650			_aAdvertising and Promotion _9747532
700			_aTurnbull, Sarah _eCo-author _9747529
700			_aJugenheimer, Donald W. _eCo-author _9284495
942			_2CC _n0 _cTB _hX:513-8 R4
999			_c1269242 _d1269242