Advertising Media Planning

A Brand Management Approach
5. Auflage 2022
ISBN: 978-1-032-19215-4
Verlag: Routledge

Buch, Englisch, 312 Seiten, Format (B × H): 174 mm x 246 mm, Gewicht: 562 g

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.

Zielgruppe

Postgraduate, Undergraduate, and Undergraduate Core

Autoren/Hrsg.

Kelley, Larry D.

Sheehan, Kim Bartel

Dobias, Lisa

Koranda, David E.

Jugenheimer, Donald W.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Über Autor(innen)

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.