Advertising Account Planning: Planning and Managing an IMC Campaign

3rd Edition

Larry Kelley, Donald W. Jugenheimer

Routledge
Published September 15, 2014
Textbook - 262 Pages
ISBN 9780765640369 - CAT# Y177883

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Summary

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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