Advertising account planning: (Record no. 7633)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02343nam a22002297a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20241123175408.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 241123b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781032164601 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.111 |
| Item number | KEL |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Kelley, Larry D. |
| 245 ## - TITLE STATEMENT | |
| Title | Advertising account planning: |
| Remainder of title | planning and managing strategic communications campaigns |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 4th |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Name of publisher, distributor, etc. | Routledge |
| Place of publication, distribution, etc. | Oxan |
| Date of publication, distribution, etc. | 2024 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | x, 276 p. |
| 365 ## - TRADE PRICE | |
| Price type code | GBP |
| Price amount | 51.99 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | 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:<br/><br/>Fresh professional examples and mini-case studies within each chapter with a more global outlook than previous editions, bringing the theoretical concepts to life<br/>A new chapter on International Advertising addressing the challenges of managing a global campaign<br/>Pedagogical features and visual aids to support student learning and comprehension, including reflective questions and mini-cases drawn from current industry examples<br/>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<br/>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.<br/><br/>(https://www.routledge.com/Advertising-Account-Planning-Planning-and-Managing-Strategic-Communication-Campaigns/Turnbull-Kelley-Jugenheimer/p/book/9781032164601?srsltid=AfmBOopLnqi0xmq6jQ8eDpxcsq3FOX_AO0Z1S4vzL6LzW0AmjLj6_O4P) |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Advertising -- Management |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Advertising |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Turnbull, Sarah |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Jugenheimer, Donald W. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Book |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Bill No | Bill Date | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Total Checkouts | Full call number | Accession Number | Date last seen | Copy number | Cost, replacement price | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Marketing | 1181184 | 06-11-2024 | Indian Institute of Management LRC | Indian Institute of Management LRC | General Stacks | 11/23/2024 | Atlantic Publishers & Distributors | 3906.53 | 659.111 KEL | 006540 | 11/23/2024 | 1 | 6010.04 | 11/23/2024 | Book |