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 | Advertising Account Planning: Planning and Managing an IMC Campaign (2nd Edition) by Donald W. Jugenheimer, Larry D. Kelley Paperback, 224 Pages, Published 2014 ISBN-10: 0-7656-2564-4 / 0765625644 ISBN-13: 978-0-7656-2564-9 / 9780765625649 Account planning can play a role in virtually every phase of the integrated marketing communications process. While some agencies choose to limit the account planning role to creative development, others offer a more expanded view. With the integration of account planning at media, public relatio | |