000			04111pam a22004571i 4500
001			020779896
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008			221012s2022 enk o 000|0|eng|d
015			_aGBC2I5736 _2bnb
020			_a9781000814606 (ePub ebook) : _c£49.99
020			_z9781032192178 (hbk.) : _c£170.00
020			_z9781032192154 (pbk.) : _c£49.99
024	7		_a10.4324/9781003258162 _2doi
037			_a9781000814606 _bIngram Content Group
040			_aStDuBDS _beng _cStDuBDS _dUk _erda _epn
042			_aukblsr
082	0	4	_223
100	1		_aKelley, Larry D., _d1955- _eauthor. _995
245	1	0	_aAdvertising media planning : _ba brand management approach.
250			_aFifth edition / _bLarry D. Kelley, Kim Sheehan, Lisa Dobias, David Koranda.
260			_aNew York, NY , _bRoutledge, Taylor & Francis Group : _c2023
300			_ax, 301 pages : _bllustrations ; _c25 cm
505	0		_a1. The Changing Role of Brand Communication Support, 2. Role 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 Strategic Communication Plan, 8. How Brand Objectives Affect Communication Planning, 9. The Role of Communication Plays in Brand Support, 10. Working with a Situation Analysis, 11. Defining the Target Audience, 12. Geography’s Role in Planning, 13.Seasonality and Timing, 14. Competitive Analysis, 15. Working with Creative, 16. Working with a Budget, 17.Setting Communication Objectives, 18. Communication Idea and Briefi ng, 19. Strategy and Tactics, 20. Learning a New Language, 21. Learning about Costs, 22. Video Media, 23. Audio Media, 24. Print Media, 25. Out-of-Home Media, 26. Search Engine Marketing, 27. Online Display Advertising, 28. Mobile, 29. Paid Social Media, 30. Role of Social Influencers, 31. In-store Media, 32. Direct Response, 33. Gaming, 34. Global Media, 35. B2B, 36. Sales Promotion, 37. Global Campaign Planning, 38. Preparing the Plan, 39. Media and Campaign Measurement, 40. Presenting the Plan: Developing the Narrative, 41. Testing, 42. Evaluating an Advertising Media Plan, Index.
520			_a"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 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 USA 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"-- Provided by publisher
650		0	_aAdvertising media planning. _996
650		0	_aBrand name products. _997
650		0	_aMarketing. _911
690	7		_aManagement and Business Studies _2blcoll _931
700	1		_aSheehan, Kim Bartel, _d1958- _eauthor. _998
700	1		_aDobias, Lisa, _eauthor. _999
700	1		_aKoranda, David, _eauthor. _9100
700	1		_aJugenheimer, Donald W., _eauthor. _9101
776	0	8	_iPrint version : _z9781032192178
903			_aELD.DS.740749
942			_2lcc _cBK
999			_c626 _d626