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Advertising Account Planning

SPAR
kr 94

Advertising Account Planning

Although there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer still view the digital landscape as permeating every aspect of advertising. Advertising Account Planning in the Digital Media Landscape seeks to bridge that gap by providing a strategic understanding of what the account planner does, a thorough explanation of the kinds of research needed for the account planning process to be successful, and all explained within a digital media mindset. Written in an engaging manner, Advertising Account Planning offers tools and information for effective account planning. Rather than simply adding a digital approach to the traditional understanding of account planning, this book recognizes that advertising in the digital landscape is no longer “new”: rather, it’s fundamental to understanding how advertising functions. This core text incorporates insights from current forward-thinking advertising professionals as well as suggestions for assignments, discussions and additional readings.
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Although there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer still view the digital landscape as permeating every aspect of advertising. Advertising Account Planning in the Digital Media Landscape seeks to bridge that gap by providing a strategic understanding of what the account planner does, a thorough explanation of the kinds of research needed for the account planning process to be successful, and all explained within a digital media mindset. Written in an engaging manner, Advertising Account Planning offers tools and information for effective account planning. Rather than simply adding a digital approach to the traditional understanding of account planning, this book recognizes that advertising in the digital landscape is no longer “new”: rather, it’s fundamental to understanding how advertising functions. This core text incorporates insights from current forward-thinking advertising professionals as well as suggestions for assignments, discussions and additional readings.
Produktdetaljer
Sprog: Engelsk
Sider: 156
ISBN-13: 9781538114063
Indbinding: Hardback
Udgave:
ISBN-10: 1538114062
Kategori: Medievidenskab
Udg. Dato: 5 jun 2019
Længde: 18mm
Bredde: 227mm
Højde: 162mm
Forlag: Rowman & Littlefield
Oplagsdato: 5 jun 2019
Forfatter(e) Sheri J. Broyles, Carol J. Pardun, Beth E. Barnes


Kategori Medievidenskab


Sprog Engelsk


Indbinding Hardback


Sider 156


Udgave


Længde 18mm


Bredde 227mm


Højde 162mm


Udg. Dato 5 jun 2019


Oplagsdato 5 jun 2019

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