03500nam a2200289 4500 20250911073909.0 9781032192154 TZS 200,733/= MUL eng. AACR 659.11 ADV Advertising media planning : a brand management approach /Larry D. Kelley (Author), Kim Bartel Sheehan, Lisa Dobias, David E. Koranda and Donald W. Jugenheimer 5th ed. New York: Routledge, Taylor & Francis Group, c 2023. ix, 301 p. : ill. ; 25 cm. Includes index p. 291 - 301 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. "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 eng. Advertising media planning Brand name products Marketing KELLEY, L.D (Author) SHEEHAN, K.M (Author) DOBIAS,L. (Author) KORANDA, D.E (Author) JUGENHEIMER, D.W (Author) BK 11097 11097 0 0 0 0 MU005 MU005 2025-06-25 MAK SOLUTION 0 659.11 ADV TCC0087513 2025-09-11 07:41:17 1 2025-09-11 BK 0 0 0 0 MU005 MU005 2025-06-25 MAK SOLUTION 0 659.11 ADV TCC0087514 2025-09-11 07:41:17 2 2025-09-11 BK 0 0 0 0 MU005 MU005 2025-06-25 MAK SOLUTION 0 659.11 ADV TCC0087515 2025-09-11 07:41:17 3 2025-09-11 BK 0 0 0 0 MU005 MU005 2025-06-25 MAK SOLUTION 0 659.11 ADV TCC0087516 2025-09-11 07:41:17 4 2025-09-11 BK