Advertising Media Planning: A Brand Management Approach Kelley Larry D.
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…
Specifikacia Advertising Media Planning: A Brand Management Approach Kelley Larry D.
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 organised 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 planningNew chapters on the role of brand communication, media planning and data analytics, paid media, mobile media, influencer marketing, and B2B mediaNew mini-case studies and innovation-focused call-out boxes throughout, showcasing