Advertising Media Planning: A Brand Management Approach, Edition 5

Name: Advertising Media Planning: A Brand Management Approach, Edition 5
Rating: 3 (1 reviews)

Larry D. Kelley · Kim Bartel Sheehan · Lisa Dobias · David E. Koranda · Donald W. Jugenheimer

Dec 2022 · Taylor & Francis

1 review

Ebook

312

Pages

Eligible

About this ebook

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.

Discover more

Ratings and reviews

1 review

About the author

Larry D. Kelley is Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA.

Kim Bartel Sheehan is Professor Emerita at the University of Oregon, USA.

Lisa Dobias is Associate Professor of Practice who has been teaching full-time at the University of Texas-Austin since 1996.

David E. Koranda is a Professor of Practice Emeritus at the University of Oregon USA.

Donald W. Jugenheimer is an author, researcher, consultant, and educator. He has authored or co-authored 20 books.

Larry D. Kelley is Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA. Kim Bartel Sheehan is Professor Emerita at the University of Oregon, USA. Lisa Dobias is Associate Professor of Practice who has been teaching full-time at the University ...

Rate this ebook

Tell us what you think.

Reading information

Smartphones and tablets

Install the Google Play Books app for Android and iPad/iPhone. It syncs automatically with your account and allows you to read online or offline wherever you are.

Laptops and computers

You can listen to audiobooks purchased on Google Play using your computer's web browser.

eReaders and other devices

To read on e-ink devices like Kobo eReaders, you'll need to download a file and transfer it to your device. Follow the detailed Help Center instructions to transfer the files to supported eReaders.

Flag as inappropriate