Advertising Account Planning: Planning and Managing an IMC Campaign

by Larry D. Kelley, Donald W. Jugenheimer, D. W. Jugenheimer

Book Overview

Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.

• Format: Paperback
• Language: English
• ISBN: 0765640368
• ISBN13: 9780765640369
• Release Date: September 2014
• Publisher: Routledge
• Length: 262 Pages
• Weight: 0.88 lbs.
• Dimensions: 0.6" x 5.9" x 8.9"