Advertising Account Planning: Planning and Managing Strategic Communication Campaigns

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

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 1032164603
• ISBN13: 9781032164601
• Release Date: September 2023
• Publisher: Routledge
• Length: 276 Pages
• Weight: 0.85 lbs.
• Dimensions: 0.6" x 6.0" x 9.0"