Advertising Account Planning: New Strategies in the Digital Landscape

(Paperback, Second Edition)

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Description

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.

Reviews

A solid and accessible foundational text for your students that you can build on with your lectures, discussions, and projects.
This easy-to-read textbook on account and media planning offers a comprehensive overview of key concepts and best practice examples to help students succeed in the competitive and ever-evolving media landscape.

Author Bio

Kelli S. Boling is assistant professor of advertising and public relations in the College of Journalism and Mass Communications and the University of Nebraska-Lincoln.
Carol J. Pardun is professor in the School of Journalism and Mass Communications at the University of South Carolina.
Beth E. Barnes is professor in the Department of Integrated Strategic Communication in the College of Communication and Information at the University of Kentucky.
Sheri J. Broyles was professor in the advertising department at the Mayborn School of Journalism at the University of North Texas.