000			02115cam a22002778i 4500
020			_a9781032192154
020			_a9781032192178
041			_aENG
082	0	0	_a659.111 _bKEL
100	1		_aKelley, Larry D., _d1955-
245	1	0	_aAdvertising media planning : _ba brand management approach / _cLarry D. Kelley, (et al...)
250			_a5th ed.
260			_aNew York : _bRoutledge , _c2023.
300			_ax, 301 pages ; _c24 cm
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"--
650		0	_aAdvertising media planning.
650		0	_aBrand name products.
650		0	_aMarketing.
700	1		_aSheehan, Kim Bartel,
700	1		_aDobias, Lisa,
700	1		_aKoranda, David
700	1		_aJugenheimer, Donald W.
942			_2ddc _cBK
999			_c23096 _d23096