Advertising media planning : (Record no. 11097)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03500nam a2200289 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9781032192154 |
| Terms of availability | TZS 200,733/= |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | MUL |
| Language of cataloging | eng. |
| Description conventions | AACR |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.11 ADV |
| 245 ## - TITLE STATEMENT | |
| Title | Advertising media planning : |
| Sub Title | a brand management approach |
| Statement of responsibility, etc | /Larry D. Kelley (Author), Kim Bartel Sheehan, Lisa Dobias, David E. Koranda and Donald W. Jugenheimer |
| 250 ## - Edition Statement | |
| Edition statement | 5th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | New York: |
| Name of publisher | Routledge, Taylor & Francis Group, |
| Year of publication | c 2023. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | ix, 301 p. : |
| Other physical details | ill. ; |
| Dimensions | 25 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes index p. 291 - 301 |
| 505 ## - Formatted Contents | |
| Formatted contents note | <br/>1. 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.<br/> |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | "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<br/> |
| 546 ## - LANGUAGE NOTE | |
| Language note | eng. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Advertising media planning |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Brand name products |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | KELLEY, L.D |
| Titles and other words associated with a name | (Author) |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | SHEEHAN, K.M |
| Titles and other words associated with a name | (Author) |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | DOBIAS,L. |
| Titles and other words associated with a name | (Author) |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | KORANDA, D.E |
| Titles and other words associated with a name | (Author) |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | JUGENHEIMER, D.W |
| Titles and other words associated with a name | (Author) |
| 942 ## - ADDED ENTRY ELEMENTS | |
| Item type | Book |
| Withdrawn status | Lost status | Damaged status | Not for loan | Permanent Location | Current Location | Date acquired | Source of acquisition | Full call number | Accession Number | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Mzumbe University Tanga Campus College | Mzumbe University Tanga Campus College | 25/06/2025 | MAK SOLUTION | 659.11 ADV | TCC0087513 | 1 | 11/09/2025 | Book | ||||
| Mzumbe University Tanga Campus College | Mzumbe University Tanga Campus College | 25/06/2025 | MAK SOLUTION | 659.11 ADV | TCC0087514 | 2 | 11/09/2025 | Book | ||||
| Mzumbe University Tanga Campus College | Mzumbe University Tanga Campus College | 25/06/2025 | MAK SOLUTION | 659.11 ADV | TCC0087515 | 3 | 11/09/2025 | Book | ||||
| Mzumbe University Tanga Campus College | Mzumbe University Tanga Campus College | 25/06/2025 | MAK SOLUTION | 659.11 ADV | TCC0087516 | 4 | 11/09/2025 | Book |