Advertising Account Planning
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€64.99
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.
Carol J. Pardun is a professor in the School of Journalism and Mass Communications at the University of South Carolina. She regularly teaches the Account Planning course as well as a variety of topics courses. She is a former president of the Association of Education in Journalism and Mass Communications (AEJMC). Pardun is the author of Advertising & Society: An Introduction.
Beth E. Barnes is a professor in the Department of Integrated Strategic Communication in the College of Communication and Information at the University of Kentucky. She also heads the international studies program for the college and represents it on the university’s International Advisory Council. Barnes is a former president of the Association of Schools of Journalism and Mass Communications (ASJMC).
Sheri J. Broyles is a professor in the Mayborn School of Journalism at the University of North Texas. She has taught Principles of Advertising, Account Planning, Copywriting and Advertising Campaigns. She regularly teaches a Maymester course in New York City. She has served on the Accrediting Council on Education in Journalism and Mass Communications and regularly serves on accrediting site teams.