Advertising Account Planning: New Strategies in the Digital Landscape

Carol J. Pardun,Beth E. Barnes,Sheri J. Broyles

Advertising Account Planning: New Strategies in the Digital Landscape
Format
Hardback
Publisher
Rowman & Littlefield
Country
United States
Published
19 June 2019
Pages
156
ISBN
9781538114063

Advertising Account Planning: New Strategies in the Digital Landscape

Carol J. Pardun,Beth E. Barnes,Sheri J. Broyles

Although there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer still 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 offers tools and information for effective account planning. Rather than simply adding a digital approach to the traditional understanding of account planning, this book recognizes that advertising in the digital landscape is no longer new : rather, it’s fundamental to understanding how advertising functions. This core text incorporates insights from current forward-thinking advertising professionals as well as suggestions for assignments, discussions and additional readings.

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