Advertising Media Planning | A Brand Management Approach

Larry D. Kelley (u. a.)

ISBN 10: 1032192151 / ISBN 13: 9781032192154

Published by Routledge, 2022

About this Item

Advertising Media Planning | A Brand Management Approach | Larry D. Kelley (u. a.) | Taschenbuch | Einband - flex.(Paperback) | Englisch | 2022 | Routledge | EAN 9781032192154 | Verantwortliche Person für die EU: Libri GmbH, Europaallee 1, 36244 Bad Hersfeld, gpsr[at]libri[dot]de | Anbieter: preigu.

Seller Inventory # 125159004

Bibliographic Details

• Title: Advertising Media Planning | A Brand Management Approach
• Publisher: Routledge
• Publication Date: 2022
• Language: English
• ISBN 10: 1032192151
• ISBN 13: 9781032192154
• Binding: Taschenbuch
• Edition: 5th or later Edition
• Condition: Neu
• Dimensions: 246W x 174H x 17D millimeters 246 millimeters width by 174 millimeters height by 17 millimeters depth
• Weight: 562 grams
• Seller catalogs:
  • Bücher

About this title

Synopsis

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.

About the Author

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.