Advertising Account Planning av Sarah Turnbull, Larry Kelley, Donald Jugenheimer

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<P>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: </P><UL><P><LI>Fresh professional examples and mini-case studies within each chapter with a more global outlook than previous editions, bringing the theoretical concepts to life </LI><P></P><P><LI>A new chapter on International Advertising addressing the challenges of managing a global campaign </LI><P></P><P><LI>Pedagogical features and visual aids to support student learning and comprehension, including reflective questions and mini-cases drawn from current industry examples </LI><P></P><P><LI>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 measuremen