Advertising Media Planning
25%
off

Advertising Media Planning : A Brand Management Approach

3.72 (11 ratings by Goodreads)
By (author)  , By (author)  , By (author) 

Free delivery worldwide

Available. Dispatched from the UK in 3 business days
When will my order arrive?

Description

Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.
show more

Product details

  • Paperback | 304 pages
  • 152 x 226 x 18mm | 421.84g
  • Taylor & Francis Inc
  • M.E. Sharpe
  • Armonk, United States
  • English
  • Revised
  • 3rd Revised edition
  • black & white illustrations, black & white tables
  • 0765626365
  • 9780765626363
  • 951,746

Table of contents

Selected Contents:* Preface * 1. The Changing Role of Media Planning in Brand Support: Media Planning and IMC * 2. Establishing a Media Framework * 3. Outlining the Components of a Communication Plan * 4. How Marketing Objectives Impact Communication Planning * 5. The Role of Communication in Advertising and Marketing * 6. Working with a Situation Analysis * 7. Defining the Target Audience * 8. Geography's Role in Planning * 9. Seasonality and Timing * 10. Competitive Analysis: Implications in Planning * 11. Working with Creative: Implications in Planning * 12. Working with a Communication Budget * 13. Setting Media Communications Objectives * 14. Communication Idea and Briefing * 15. Media Communication Strategy and Tactics * 16. Learning the Language of Media Planning * 17. Learning about Media Costs * 18. General Characteristics of Media * 19. Evaluating Media Vehicles * 20. Video Media * 21. Audio Media * 22. Print Media * 23. Out-of-Home Media * 24. Search Engine Marketing * 25. Online Display Advertising * 26. In-Store Media * 27. Social Media * 28. Direct Response * 29. Alternative Media * 30. Gaming * 31. Ethnic Media * 32. Sales Promotion * 33. Owned Media * 34. Earned Media * 35. Perspectives on International and Global Media Planning * 36. Preparing a Communications Plan * 37. Media and Campaign Measurement * 38. Impact of Media Ownership on Advertising Execution * 39. Developing Test Plans * 40. Agency Compensation Structures * 41. Evaluating an Advertising Media Plan * Appendix. The Media Function within the Advertising Business * Index * About the Authors
show more

Rating details

11 ratings
3.72 out of 5 stars
5 18% (2)
4 36% (4)
3 45% (5)
2 0% (0)
1 0% (0)
Book ratings by Goodreads
Goodreads is the world's largest site for readers with over 50 million reviews. We're featuring millions of their reader ratings on our book pages to help you find your new favourite book. Close X