Advertising and Society: Controversies and Consequences

Organized in a “point/counterpoint” format, this up-to-date text examines the impact of advertising on society. It is designed to spark discussion and help students understand the complexities of the issues being presented. Ideal for the undergraduate and graduate alike, it features a unique balance between criticism and practice that is rarely found on the market today. 
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<li>Organized in a unique, yet effective debate format designed to spark discussion -- even among audiences with little or no previous knowledge of the subject</li> <li>Each chapter begins with an overview of the history and central issues surrounding a topic, and concludes with a summary of the arguments presented</li> <li>Includes suggestions for further research, questions for discussion, paper topics, and a bibliography of additional readings</li> <li>Offers an industry-based prospective, as opposed to a solely critical one</li> <li>Written in an accessible style that lends substantial clarity to complex issues</li> </ul>

Business & Money

Pardun, Carol J.

Marketing & Sales

Blackwell Pub.

Although there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer view the digital landscape as permeating every aspect of advertising. Advertising Account Planning in the Digital Media Landscape seeks to bridge that gap by providing a strategic understanding of what the account planner does, a thorough explanation of the kinds of research needed for the account planning process to be successful, and all explained within a digital media mindset. Written in an engaging manner, Advertising Account Planning helps students understand the job of an account planner in this contemporary moment. From data analytics to building a creative brief, this core text systematically covers the tools and skills needed to be a successful advertising account planner. Features: 
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<li>Teaches advertising as consumer engagement using the POEM (paid, owned and earned media) model</li>
<li>Covers a range of research techniques including databases, free social media monitoring tools, and customer mapping and critical analysis of ads</li>
<li>Illustrates the strategic process that culminates in developing the creative brief</li>
<li>Incorporates interviews from industry professionals to give a sense of the actual job</li>
<li>Includes assignments, discussions and additional readings</li>
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Advertising Account Planning: New Strategies in the Digital Landscape

Broyles, Sheri J.

Barnes University of Kentucky

coauthor Strategic Brand Communication Campaigns, Beth E.

Humor & Entertainment

Rowman & Littlefield Publishers

Advertising Account Planning

Rowman Littlefield

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