Advertising Account Planning: New Strategies in the Digital Landscape - 9781538192863

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.

• | Author: Kelli S. Boling
• | Publisher: Rowman & Littlefield Publishers
• | Publication Date: Jan 22, 2025
• | Number of Pages: 00216 pages
• | Binding: Paperback or Softback
• | ISBN-10: 1538192861
• | ISBN-13: 9781538192863