Advertising Account Planning: Planning and Managing Strategic Communication Campaigns

This practical and comprehensive text effectively provides advertising account planning principles within an integrated marketing communications framework. With a world-renowned textbook author team, this 4th edition has been fully updated to include:

• Fresh professional examples and mini-case studies within each chapter with a more global outlook than previous editions, bringing the theoretical concepts to life
• A new chapter on International Advertising addressing the challenges of managing a global campaign
• Pedagogical features and visual aids to support student learning and comprehension, including reflective questions and mini-cases drawn from current industry examples
• New and expanded content covering digital marketing and technologies; the customer journey; ethics and corporate social responsibility; global positioning of the brand; paid, earned and owned media; influencer marketing, and campaign measurement and analytics

Providing a full understanding of the advertising account planning process, this textbook is perfect for both the industry and classroom. The textbook will equip students of Marketing Communications, Advertising Management and Brand Management with the knowledge and skills they need to plan and manage a strategic communications campaign, including prominent advertising student competitions such as American Advertising Federation ( AAF) National Student Advertising Competition ( NSAC) or the Collegiate EFFIES.

Online resources include PowerPoint slides and a test bank.

Sarah Turnbull PhD, MBA, MSc, FCIM, DipM, FHEA is a Professor in Marketing at the University of Portsmouth. Sarah has published four books on marketing communications including, Marketing Communications: fame, influencers and agility (2023) and Absolute Essentials of Advertising (2022). She is Associate Editor for the Journal of Marketing Management and is on the Editorial Review Board of the International Journal of Advertising and the Journal of Advertising Education. Sarah has published her research in leading international journals including; Marketing Theory, International Journal of Advertising and Psychology & Marketing.

Sarah has an advertising agency background and worked on a number of global accounts, including Emirates. Sarah is a Fellow of The Chartered Institute of Marketing, a Liveryman of The Worshipful Company of Marketors and is Head Examiner for the industry’s professional body the Institute of Practitioners in Advertising (IPA).

Larry D. Kelley is an educator, author and advertising professional. His areas of specialization include brand communication management, planning and strategy.

Mr. Kelley is a Clinical Professor of Advertising at the Jack J. Valenti School of Communication of the University of Houston, where he heads the advertising sequence. He teaches advertising account planning, advertising media planning and integrated brand communication campaigns. He is the faculty advisor for the American Advertising Federation chapter and the National Student Advertising Competition team.

He is the author or co-author of fifteen advertising texts and is frequently quoted in the advertising and marketing industry. Among his most widely adopted textbooks are Advertising Media Planning: A Brand Management Approach, Advertising Account Planning: Planning and Managing an IMC Campaign and Advertising and Public Relations Research. All are now under the Routledge publishing umbrella.

Mr. Kelley has won numerous teaching awards, including the American Advertising Federation District 10 Educator of the Year, University of Houston ＂ Student Choice Faculty Award＂ and has been a finalist for the University of Houston Liberal Arts and Social Sciences teaching award numerous times.

Mr. Kelley was awarded the distinguished Silver Medal award by the American Advertising Association which recognizes the accomplishments of service to enhancing the reputation and furthering the body of knowledge of the advertising industry.

Mr. Kelley was a partner at FKM, in Houston, Texas, where he served as Chief Planning Officer. Prior to joining FKM, Mr. Kelley served in senior media and research management positions with BBD&O, Bozell & Jacobs and Publicis. He has worked on a wide variety of clients, including American Airlines, Coca-Cola, ConAgra Foods, Conoco/Phillips, Dell, Georgia-Pacific, Kroger, Waste Management and Yum brands. He has won fifteen EFFIES for advertising effectiveness as well as over one hundred ADDY awards.

Mr. Kelley holds a Bachelor of Science degree from the University of Kansas and a master of arts in advertising from the University of Texas at Austin.

Donald W. Jugenheimeris an author, researcher, consultant, and educator. He has authored or co-authored 28 books.