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Advertising Account Planning: New Strategies in the Digital Landscape.
・ISBN 978-1-5381-1406-3 cloth GB£ 52.00
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・ISBN 978-1-5381-1407-0 paper GB£ 25.00
￥7,920.- (税込) ※（※）価格はご注文時の参考価格となります。
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 979-88-8182-072-5
| 著者・編者 | Pardun, Carol J. / Barnes, B. E. / Broyles, S. J., |
|---|---|
| 出版社 | (Rowman & Littlefield, US) |
| 出版年月 | 2019 |
| ページ数 | 160 pp. |
| 言語 | ENG |
| ニュース番号 | ＜652-1048 652-L2817＞ |
解説
Although there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer view the digital landscape as permeating every aspect of advertising. Advertising Account Planning in the Digital Media Landscape seeks to bridge that gap by providing a strategic understanding of what the account planner does, a thorough explanation of the kinds of research needed for the account planning process to be successful, and all explained within a digital media mindset.
Written in an engaging manner, Advertising Account Planning helps students understand the job of an account planner in this contemporary moment. From data analytics to building a creative brief, this core text systematically covers the tools and skills needed to be a successful advertising account planner.
Features:
Teaches advertising as consumer engagement using the POEM (paid, owned and earned media) modelCovers a range of research techniques including databases, free social media monitoring tools, and customer mapping and critical analysis of adsIllustrates the strategic process that culminates in developing the creative briefIncorporates interviews from industry professionals to give a sense of the actual jobIncludes assignments, discussions and additional readings