Advertising Media Planning - A Brand Management Approach (Hardcover, 5th edition)

* Unlike competing texts that place media planning within a marketing context, this textbook provides an integrated and holistic approach to the full media planning process from an agency perspective. * This is a new edition of a highly regarded and core adoptable textbook, fully updated with the most recent trends and examples in digital and global campaign planning, supported by mini-case studies, examples, and activities throughout. * Divided into four key parts and bite-sized chapters to suit programme delivery, with supporting online resources to aid lecture preparation.

General

Imprint:	Taylor & Francis
Country of origin:	United Kingdom
Release date:	December 2022
First published:	2023
Authors:	Larry D. Kelley • Lisa Dobias • Kim Bartel Sheehan • David E. Koranda • Donald W. Jugenheimer
Dimensions:	246 x 174mm (L x W)
Format:	Hardcover
Pages:	302
Edition:	5th edition
ISBN-13:	978-1-03-219217-8
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Business & Economics > Business & management > Sales & marketing > Advertising
LSN:	1-03-219217-8
Barcode:	9781032192178

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