Advertising Account Planning

* Unlike the competing texts, this book is unique in its hybrid approach, marrying integrated marketing communications with advertising account planning to provide students with a holistic understanding of the role of an account manager within an advertising agency. * Offers students a solid grounding in both theory and practice, coupling theoretical concepts with practical insights from practitioners and real-life case studies. * This new edition has been thoroughly updated throughout, offering a much more global approach than previous editions through international case studies in every chapter, new topics to align more closely with current programme coverage, and pedagogical features to aid student learning and class discussion.