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Advertising Account Planning: New Strategies in the Digital Landscape

Advertising Account Planning: New Strategies in the Digital Landscape

Paperback

AccountingMarketingGeneral Reference

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ISBN10: 1538192861
ISBN13: 9781538192863
Publisher: Rowman & Littlefield Publishers
Published: Jan 22 2025
Pages: 216
Weight: 0.62
Height: 0.44 Width: 6.00 Depth: 9.00
Language: English
An essential guide for all advertising students and future professionals, this book systematically covers the account planning process from brand basics and data analytics to building a creative brief. The second edition explores the latest digital opportunities, adding activities using AI tools and an entirely new chapter on consumer insights.

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Boling, Kelli S.

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Marketing