Larry D. Kelley, Kim Bartel Sheehan, Lisa Dobias

Advertising Media Planning

A Brand Management Approach

• Broschiertes Buch

Produktbeschreibung

Advertising Media Planning blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of media planning. Taking a unique brand communication approach from an agency perspective, the textbook is organized into four key parts, walking the student through the foundations of brand communication, communication planning, the different media channels available, and the process of preparing, presenting, and evaluating a media plan.

This 5th edition has been fully updated to include:

- An emphasis throughout on digital and global media planning

- New chapters on the role of brand communication, media planning and data analytics, paid media, mobile media, influencer marketing, and B2B media

- New mini-case studies and innovation-focused call-out boxes throughout, showcasing media examples from Europe, the United States, and Asia

- Discussion questions to foster engagement and understanding

A highly regarded new edition, this practical and integrated textbook should be core reading for advanced undergraduate and postgraduate students studying Media Planning, Advertising Management, Integrated Marketing Communication, and Brand Management. Instructor resources include: PowerPoint slides, a test bank, and an instructor manual.

Produktdetails

• Verlag: Routledge / Taylor & Francis
• 5. Aufl.
• Seitenzahl: 302
• Erscheinungstermin: 30. Dezember 2022
• Englisch
• Abmessung: 246mm x 174mm x 17mm
• Gewicht: 580g
• ISBN-13: 9781032192154
• ISBN-10: 1032192151
• Artikelnr.: 65930733

Autorenporträt

Larry D. Kelley is Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA. Kim Bartel Sheehan is Professor Emerita at the University of Oregon, USA. Lisa Dobias is Associate Professor of Practice who has been teaching full-time at the University of Texas-Austin since 1996. David E. Koranda is a Professor of Practice Emeritus at the University of Oregon USA. Donald W. Jugenheimer is an author, researcher, consultant, and educator. He has authored or co-authored 20 books.

Inhaltsangabe

1. The Changing Role of Brand Communication Support, 2. Role of Data in Planning, 3. Establishing a Media Framework, 4. Dynamics of Paid Media, 5. Dynamics of Owned Media, 6. Dynamics of Earned Media, 7. Components of a Strategic Communication Plan, 8. How Brand Objectives Affect Communication Planning, 9. The Role of Communication Plays in Brand Support, 10. Working with a Situation Analysis, 11. Defining the Target Audience, 12. Geography's Role in Planning, 13.Seasonality and Timing, 14. Competitive Analysis, 15. Working with Creative, 16. Working with a Budget, 17.Setting Communication Objectives, 18. Communication Idea and Briefi ng, 19. Strategy and Tactics, 20. Learning a New Language, 21. Learning about Costs, 22. Video Media, 23. Audio Media, 24. Print Media, 25. Out-of-Home Media, 26. Search Engine Marketing, 27. Online Display Advertising, 28. Mobile, 29. Paid Social Media, 30. Role of Social Influencers, 31. In store Media, 32. Direct Response, 33. Gaming, 34. Global Media, 35. B2B, 36. Sales Promotion, 37. Global Campaign Planning, 38. Preparing the Plan, 39. Media and Campaign Measurement, 40. Presenting the Plan: Developing the Narrative, 41. Testing, 42. Evaluating an Advertising Media Plan, Index.