{"product_id":"advertising-account-planning-planning-and-managing-strategic-communication-campaigns-paperback","title":"Advertising Account Planning: Planning and Managing Strategic Communication Campaigns - Paperback","description":"\u003cp\u003eby \u003cb\u003eSarah Turnbull\u003c\/b\u003e (Author), \u003cb\u003eLarry Kelley\u003c\/b\u003e (Author), \u003cb\u003eDonald Jugenheimer\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis 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: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eFresh professional examples and mini-case studies within each chapter with a more global outlook than previous editions, bringing the theoretical concepts to life\u003c\/li\u003e \u003cli\u003eA new chapter on International Advertising addressing the challenges of managing a global campaign\u003c\/li\u003e \u003cli\u003ePedagogical features and visual aids to support student learning and comprehension, including reflective questions and mini-cases drawn from current industry examples\u003c\/li\u003e \u003cli\u003eNew 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\u003c\/li\u003e \u003c\/ul\u003e\u003cp\u003eProviding 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. \u003c\/p\u003e\u003cp\u003eOnline resources include PowerPoint slides and a test bank.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eSarah Turnbull\u003c\/strong\u003e PhD, MBA, MSc, FCIM, DipM, FHEA is a Professor in Marketing at the University of Portsmouth. \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eLarry D. Kelley\u003c\/strong\u003e is an educator, author and advertising professional. His areas of specialization include brand communication management, planning and strategy.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eDonald W. Jugenheimer \u003c\/strong\u003eis an author, researcher, consultant, and educator. He has authored or co-authored 28 books.\u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 276\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.6 x 9 x 6 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e September 20, 2023\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":51751894221088,"sku":"9781032164601","price":118.24,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0974\/9764\/5344\/files\/6aacd4cceebab4811154b250b18e6973.webp?v=1779982864","url":"https:\/\/ebocreations.com\/products\/advertising-account-planning-planning-and-managing-strategic-communication-campaigns-paperback","provider":"The E-Book Oasis LLC","version":"1.0","type":"link"}