株式会社極東書店トップ ＞ 商品一覧 ＞ Advertising Account Planning : Planning and Managing Strategic Communication Campaigns. 4th ed.
商品詳細
Advertising Account Planning : Planning and Managing Strategic Communication Campaigns. 4th ed.
・ISBN 978-1-032-16822-7 hard GB£ 190.00
￥60,192.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
・ISBN 978-1-032-16460-1 paper GB£ 54.99
￥17,420.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
| 著者・編者 | Turnbull, Sarah / Kelley, Larry / Jugenheimer, Donald, |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2023.09 |
| ページ数 | 304 pp. |
| 言語 | ENG |
| ニュース番号 | ＜701-355＞ |
解説
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.