{"product_id":"advertising-account-planning-9781032164601","title":"Advertising Account Planning","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eThis 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:\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eFresh professional examples and mini-case studies within each chapter with a more global outlook than previous editions, bringing the theoretical concepts to life\u003c\/li\u003e\n\u003cli\u003eA new chapter on International Advertising addressing the challenges of managing a global campaign\u003c\/li\u003e\n\u003cli\u003ePedagogical features and visual aids to support student learning and comprehension, including reflective questions and mini-cases drawn from current industry examples\u003c\/li\u003e\n\u003cli\u003eNew 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\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eProviding\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\"With its accessible format, real-world examples, and logical and thorough presentation, \u003ci\u003eAdvertising Account Planning\u003c\/i\u003e is the go-to guide for both students and practitioners in account planning, consumer behavior, and campaign development. The expanded content on digital marketing and media technologies provides a full, up-to-date understanding of the process.\"\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eLisa C. Troy\u003c\/strong\u003e, \u003cem\u003eTexas A\u0026amp;M University\u003c\/em\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003col\u003e\n\u003cli\u003eAccount Planning History and Practice\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eThe Role That Account Planning Plays in a Campaign\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eBrand Destination Planning\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eSituation Analysis: ‘Understanding the Landscape’\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eBenchmarking Consumer Perceptions\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eUnderstanding the Consumer Mindset\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eDeveloping Insights\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eThe Role of Strategic Communication\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eDefining the Audience\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eBrand Positioning\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eBrand Personality\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eBrand Essence\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eWhat is a Big Idea?\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eBriefing the Team to Get a Great Campaign\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eAccount Planning and Integration\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eInternational Advertising\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eMeasuring the Success of a Campaign\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eFuture Thoughts on Account Planning\u003c\/li\u003e\n\u003c\/ol\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":51018875470167,"sku":"9781032164601","price":49.39,"currency_code":"GBP","in_stock":true}],"url":"https:\/\/bookcurl.com\/products\/advertising-account-planning-9781032164601","provider":"Book Curl","version":"1.0","type":"link"}