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Advertising Media Planning
A Brand Management Approach
Larry D. Kelley, Kim Bartel Sheehan, Lisa Dobias, David E. Koranda, Donald W. Jugenheimer
- 302 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Advertising Media Planning
A Brand Management Approach
Larry D. Kelley, Kim Bartel Sheehan, Lisa Dobias, David E. Koranda, Donald W. Jugenheimer
About This Book
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.
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Information
Table of contents
- Cover Page
- Half-Title Page
- Title Page
- Copyright Page
- Contents
- Preface
- Acknowledgments
- 1 The changing role of media planning in brand support
- 2 Role and importance 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 brand strategic communication plan
- 8 How marketing objectives affect communication planning
- 9 The role communication plays in brand support
- 10 Working with a situation analysis
- 11 Defining the audience
- 12 Geographyâs role in planning
- 13 Seasonality and timing
- 14 Competitive analysis
- 15 Working with creative: Implications in planning
- 16 Working with a budget
- 17 Setting communication and media objectives
- 18 Communication platforms and campaign briefs
- 19 Media strategy and tactics
- 20 Learning the language of media planning
- 21 Learning about media costs
- 22 Evaluating opportunities
- 23 Video media
- 24 Audio media
- 25 Print media
- 26 Out-of-home media
- 27 Search engine marketing
- 28 Online display advertising
- 29 Mobile
- 30 Social media
- 31 Role of social influencers
- 32 In-store media
- 33 Direct response
- 34 Gaming
- 35 Culturally specific media in a global world
- 36 Business-to-business advertising
- 37 Sales promotion
- 38 Perspectives on international and global media planning
- 39 Preparing a communication plan
- 40 Media and campaign measurement
- 41 Presenting the plan: Developing the narrative
- 42 Developing test plans
- 43 Evaluating an advertising media plan
- Index