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Advertising Account Planning: Planning and Managing an IMC Campaign Paperback – 22 September 2014

by Larry Kelley (Author), Donald W. Jugenheimer (Contributor)
4.8 out of 5 stars 24 ratings
Edition: 3rd
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Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.

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  1. ISBN-10
    0765640368
  2. ISBN-13
    978-0765640369
  3. Edition
    3rd
  4. Publication date
    22 September 2014
  5. Language
    English
  6. Dimensions
    15.24 x 1.52 x 22.86 cm
  7. Print length
    262 pages
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Advertising Media Workbook and Sourcebook
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Product description

Review

"This is one of the most comprehensive textbooks on advertising account planning currently available. Kelley and Jugenheimer do an excellent job of taking readers through the history of planning, its role in advertising campaigns, and the specifics of segmentation, positioning, and developing insights. A must-have for all present and future advertising practitioners." --Harsha Gangadharbatla, University of Colorado

"With its accessible format, real-world examples, and logical and thorough presentation of the process, Advertising Account Planning is the go-to guide for both students and practitioners in account planning, consumer behavior, and campaign development." --Lisa C. Troy, Texas A&M University

About the Author

Larry Kelley is a Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA. He teaches advertising media planning, advertising account planning, and prinicples of advertising, among other classes. He has authored or co-authored 7 books.

Donald W. Jugenheimer is an author, researcher, consultant and educator. His specialties are communication, advertising and media management, media economics and advertising media. He has authord or co-authored 20 books.

Product details

  • Publisher ‏ : ‎ Routledge; 3rd edition (22 September 2014)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 262 pages
  • ISBN-10 ‏ : ‎ 0765640368
  • ISBN-13 ‏ : ‎ 978-0765640369
  • Dimensions ‏ : ‎ 15.24 x 1.52 x 22.86 cm
  • Customer Reviews:
    4.8 out of 5 stars 24 ratings

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  1. Larry D. Kelley

    Larry D. Kelley

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  • Cacau Carvalho
    5.0 out of 5 stars Textbook
    Reviewed in the United States on 6 June 2020
    Verified Purchase
    Good book for school
    Report
  • Maria Noel
    5.0 out of 5 stars Excellent thinking
    Reviewed in the United States on 25 June 2017
    Verified Purchase
    Excellent process and thinking
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  • alexander mcnealy
    4.0 out of 5 stars Informative
    Reviewed in the United States on 25 August 2021
    Verified Purchase
    This book will help me familiarize my staff with the concepts of planning for advertising.
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