Advertising Account Planning: Planning and Managing an IMC Campaign 3rd Edition
Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.
About the Author
Larry Kelley is a Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA. He teaches advertising media planning, advertising account planning, and prinicples of advertising, among other classes. He has authored or co-authored 7 books. Donald W. Jugenheimer is an author, researcher, consultant and educator. His specialties are communication, advertising and media management, media economics and advertising media. He has authord or co-authored 20 books.
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“Global Financial Accounting and Reporting 3e” provides a complete companion to financial accounting that takes management students with no previous knowledge of accounting from the mechanics of how financial records are structured through to being able to understand and analyze published consolidated financial statements. The aim is to place financial reporting in its business context and to make it clear to aspiring managers how accounting is an integral part of understanding an enterprise. To this end this book considers how the conceptual foundations of accounting translate into the financial statements of businesses. The book is global in its approach. It uses International Financial Reporting Standards as its basis and so reflects the rules followed by nearly all European listed companies and by an ever-increasing number of firms worldwide. “Global Financial Accounting and Reporting” is primarily aimed at future users of accounting information such as managers and analysts. It is therefore ideal for use at MBA level. It can also be used on financial accounting modules for business students at the undergraduate level.
Property Valuation and Investment introduces different perspectives on real estate and outlines the principles techniques for urban analysis, property valuation and investment. Most chapters are accompanied by review questions, also included in a comprehensive question bank at the end of the book. Property Valuation and Investment seeks to inform diverse property stakeholders and help foster a broad understanding of fragmented and evolving housing markets. Specifically, its learning objectives are to: o Reflect critically on urban property from multiple sociocultural, environmental and financial perspectives o Understand and critically apply property technical knowledge and terminology such as ‘market price’, ‘value’, land and improvement o Ascertain capital market conditions and stage in property cycle o Analyse space markets in different property sub-markets using relevant, reliable and timely evidence from diverse sources o Understand limits imposed by complexity, turbulence and information asymmetry o Appreciate the role and duty of valuers, ethical and profession standards o Conduct competent residential valuation using appropriate comparisons o Write a professional valuation report which is logically structured, presents coherent evidence and articulates any significant issues o Formulate a property investment strategy, having regard to conditions and risk appetite o Value property or conduct a project financial feasibility analysis by applying suitable income techniques o Calculate an appropriate yield or discount rate which reflects risks and opportunity costs.
1. Nature of real estate 2. Market value and valuation principles 3. Capital and space market interaction 4. The complex evolving city 5. Valuation, ethics and professional standards 6. The valuation process 7. valuation methods 8. Comparison (market) approach 9. Income method 10. Discounting techniques 11. Funding and project feasibility 12. Portfolio performance