02647cam a22003858i 45000010009000000050017000090080041000260100017000670200031000840200018001150200027001330350013001600400023001730420008001960500023002040820017002271000038002442450123002822500019004052630009004242640038004333000013004713360026004843370028005103380027005385000057005655000020006225201337006426500032019796500025020116500015020367000041020517000027020927760142021192275621120260611083306.0220818s2023    nyu           001 0 eng    a  2022031673  a9781032192154q(paperback)  a9781032192154  z9781003258162q(ebook)  a22756211  aDLCbengerdacDLC  apcc00aHF5826.5 .K45 202300a659.1/112231 aKelley, Larry D.,d1955-eauthor.10aAdvertising media planning :ba brand management approach /cLarry D. Kelley, Kim Sheehan, Lisa Dobias, David Koranda.  aFifth edition.  a2303 1aNew York, NY :bRoutledge,c2023.  apages cm  atextbtxt2rdacontent  aunmediatedbn2rdamedia  avolumebnc2rdacarrier  aRevised edition of Advertising media planning, 2015.  aIncludes index.  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"--cProvided by publisher. 0aAdvertising media planning. 0aBrand name products. 0aMarketing.1 aSheehan, Kim Bartel,d1958-eauthor.1 aDobias, Lisa,eauthor.08iOnline version:aKelley, Larry D., 1955-tAdvertising media planningb5.dNew York, NY : Routledge, 2023z9781003258162w(DLC) 2022031674