000			03500nam a2200289 4500
005			20250911073909.0
020			_a9781032192154 _cTZS 200,733/=
040			_aMUL _beng. _eAACR
082			_a659.11 ADV
245			_a Advertising media planning : _ba brand management approach _c/Larry D. Kelley (Author), Kim Bartel Sheehan, Lisa Dobias, David E. Koranda and Donald W. Jugenheimer
250			_a5th ed.
260			_aNew York: _bRoutledge, Taylor & Francis Group, _cc 2023.
300			_a ix, 301 p. : _bill. ; _c25 cm.
504			_aIncludes index p. 291 - 301
505			_a 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.
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
546			_aeng.
650			_aAdvertising media planning
650			_aBrand name products
650			_aMarketing
700			_aKELLEY, L.D _c(Author)
700			_aSHEEHAN, K.M _c(Author)
700			_aDOBIAS,L. _c(Author)
700			_aKORANDA, D.E _c(Author)
700			_aJUGENHEIMER, D.W _c(Author)
942			_cBK
999			_c11097 _d11097