Advertising Account Planning: Planning and Managing an IMC Campaign
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Advertising Account Planning: Planning and Managing an IMC Campaign
Book Details
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Publisher: Routledge
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Author: Larry Kelley
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Language: English
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Edition: 3
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ISBN: 9780765640369
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Pages: 262
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Cover: Paperback
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Dimensions: 8.9 x 6.0 x 0.6 inches
About The Book
"Advertising Account Planning" by Larry Kelley is a concise yet comprehensive guide that explores the critical role of account planning in advertising. The third edition, published by Routledge on September 22, 2014, is updated with new topics and expanded content based on valuable feedback from students, instructors, and industry practitioners.
With 262 pages, this practical and insightful book provides readers with a detailed understanding of account planning in the advertising world. The new edition deepens its exploration of key areas, offering readers a more thorough grasp of the essential functions of account planning, from strategy development to consumer insight gathering. The book includes 15 black-and-white tables and 72 black-and-white illustrations, supporting the content and making complex concepts easier to grasp.
Whether you're a student learning about advertising or a professional looking to refine your knowledge of account planning, this updated edition is an essential resource. Its clear and practical approach ensures it serves as both an introductory and advanced text for those studying advertising and marketing strategies.
