Advertising account planning: planning and managing strategic communications campaigns

By:

Kelley, Larry D

Contributor(s):

Material type: Text

TextPublication details: Routledge Oxan 2024Edition: 4thDescription: x, 276 pISBN:

9781032164601

Subject(s):

DDC classification:

659.111 KEL

Summary: 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. (https://www.routledge.com/Advertising-Account-Planning-Planning-and-Managing-Strategic-Communication-Campaigns/Turnbull-Kelley-Jugenheimer/p/book/9781032164601?srsltid=AfmBOopLnqi0xmq6jQ8eDpxcsq3FOX_AO0Z1S4vzL6LzW0AmjLj6_O4P)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	659.111 KEL (Browse shelf(Opens below))	1	Available		006540

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.

(https://www.routledge.com/Advertising-Account-Planning-Planning-and-Managing-Strategic-Communication-Campaigns/Turnbull-Kelley-Jugenheimer/p/book/9781032164601?srsltid=AfmBOopLnqi0xmq6jQ8eDpxcsq3FOX_AO0Z1S4vzL6LzW0AmjLj6_O4P)

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