Marketing

Advertising Account Planning: New Strategies in the Digital Landscape

Name: Advertising Account Planning: New Strategies in the Digital Landscape
SKU: S32659781538192870
Price: 29.99 USD
Availability: InStock

by Kelli S. Boling; Carol J. Pardun; Beth E. Barnes; Sheri J. Broyles | 2nd Edition | Bloomsbury USA | eText ISBN 9781538192870

Advertising Account Planning in the Digital Media Landscape is every student and future advertising professionals' guide to contemporary research and implementation strategies for today's most successful campaigns.From data analytics to building a creative brief, this book systematically covers the tools and skills needed to be a successful advertising account planner....

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About this book

Advertising Account Planning in the Digital Media Landscape is every student and future advertising professionals’ guide to contemporary research and implementation strategies for today’s most successful campaigns.From data analytics to building a creative brief, this book systematically covers the tools and skills needed to be a successful advertising account planner. The second edition builds on core strategies with the newest digital opportunities, adding activities using AI tools, new student and instructor resources, and an entirely new chapter on consumer insights.