Kelli S. Boling

Advertising Account Planning in the Digital Media Landscape is every student and future advertising professionals' guide to contemporary research and implementation strategies for today's most successful campaigns. From data analytics to building a creative brief, this book systematically covers the tools and skills needed to be a successful advertising account planner. The second edition builds on core strategies with the newest digital opportunities, adding activities using AI tools, new student and instructor resources, and an entirely new chapter on consumer insights.

Advertising Account Planning in the Digital Media Landscape is every student and future advertising professionals' guide to contemporary research and implementation strategies for today's most successful campaigns. From data analytics to building a creative brief, this book systematically covers the tools and skills needed to be a successful advertising account planner. The second edition builds on core strategies with the newest digital opportunities, adding activities using AI tools, new student and instructor resources, and an entirely new chapter on consumer insights.