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Full Description
This 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:
Fresh professional examples and mini-case studies within each chapter with a more global outlook than previous editions, bringing the theoretical concepts to life
A new chapter on International Advertising addressing the challenges of managing a global campaign
Pedagogical features and visual aids to support student learning and comprehension, including reflective questions and mini-cases drawn from current industry examples
New 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
Providing 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.
Online resources include PowerPoint slides and a test bank.
Contents
Account Planning History and Practice
The Role That Account Planning Plays in a Campaign
Brand Destination Planning
Situation Analysis: 'Understanding the Landscape'
Benchmarking Consumer Perceptions
Understanding the Consumer Mindset
Developing Insights
The Role of Strategic Communication
Defining the Audience
Brand Positioning
Brand Personality
Brand Essence
What is a Big Idea?
Briefing the Team to Get a Great Campaign
Account Planning and Integration
International Advertising
Measuring the Success of a Campaign
Future Thoughts on Account Planning
