Advertising account planning: new strategies in the digital landscape
Auteur :
Boling, Kelli S. / Pardun, Carol J. / Barnes, Beth E. / Broyles, Sheri J.
Éditeur :
Bloomsbury Publishing Plc
ISBN :
9781538192863
Date de publication :
22 janv. 2025
Dimensions :
22,9 x 15,2 cm
Langue :
Anglais
Pays d'origine :
USA
An essential guide for all advertising students and future professionals, this book systematically covers the account planning process from brand basics and data analytics to building a creative brief. The second edition explores the latest digital opportunities, adding activities using AI tools and an entirely new chapter on consumer insights.