Description: 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.
Price: 328 AUD
Location: Hillsdale, NSW
End Time: 2024-11-09T00:25:48.000Z
Shipping Cost: 33.27 AUD
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EAN: 9781032192178
UPC: 9781032192178
ISBN: 9781032192178
MPN: N/A
Format: Hardback, 302 pages, 5th edition Edition
Author: Kelley, Larry D. (University of Houston, USA)
Book Title: Advertising Media Planning: A Brand Management App
Item Height: 1.9 cm
Item Length: 24.4 cm
Item Weight: 0.73 kg
Item Width: 17 cm
Language: Eng
Publisher: Routledge
