Advertising Media Planning - A Brand Management Approach (Paperback, 5th Edition)

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 organized 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 United States, 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.

Table of Contents

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

General

Imprint:	Taylor & Francis
Country of origin:	United Kingdom
Release date:	December 2022
First published:	2023
Authors:	Donald W. Jugenheimer • Larry D. Kelley • Kim Bartel Sheehan • Lisa Dobias • David E. Koranda
Dimensions:	246 x 174mm (L x W)
Format:	Paperback
Pages:	312
Edition:	5th Edition
ISBN-13:	978-1-03-219215-4
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Business & Economics > Business & management > Sales & marketing > Advertising Promotions Books > Promotion > Routledge Business
LSN:	1-03-219215-1
Barcode:	9781032192154

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