000			02828cam a22004338i 4500
001			22756211
005			20260611083306.0
008			220818s2023 nyu 001 0 eng
010			_a 2022031673
020			_a9781032192154 _q(paperback)
020			_a9781032192154
020			_z9781003258162 _q(ebook)
035			_a22756211
040			_aDLC _beng _erda _cDLC
042			_apcc
050	0	0	_aHF5826.5 .K45 2023
082	0	0	_a659.1/11 _223
100	1		_aKelley, Larry D., _d1955- _eauthor.
245	1	0	_aAdvertising media planning : _ba brand management approach / _cLarry D. Kelley, Kim Sheehan, Lisa Dobias, David Koranda.
250			_aFifth edition.
263			_a2303
264		1	_aNew York, NY : _bRoutledge, _c2023.
300			_apages cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
500			_aRevised edition of Advertising media planning, 2015.
500			_aIncludes index.
520			_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.
650		0	_aAdvertising media planning.
650		0	_aBrand name products.
650		0	_aMarketing.
700	1		_aSheehan, Kim Bartel, _d1958- _eauthor.
700	1		_aDobias, Lisa, _eauthor.
776	0	8	_iOnline version: _aKelley, Larry D., 1955- _tAdvertising media planning _b5. _dNew York, NY : Routledge, 2023 _z9781003258162 _w(DLC) 2022031674
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBOOK
999			_c13100 _d13100