Advertising media planning : a brand management approach.: a brand management approach. (2022)

• Record Type: Book
• Authors: Kelley, Larry D, 1955-; Sheehan, Kim Bartel, 1958-; Dobias, Lisa; Koranda, David; Jugenheimer, Donald W
• Contents: 1 The Changing Role of Brand Communication Support 2 Role of Data in Planning 3 Establishing a Media Framework 4 Dynamics of Paid Media 5 Dynamics of Owned Media 6 Dynamics of Earned Media 7 Components of a Strategic Communication Plan 8 How Brand Objectives Affect Communication Planning 9 The Role of Communication Plays in Brand Support 10 Working with a Situation Analysis 11 Defining the Target Audience 12 Geography’s Role in Planning 13 Seasonality and Timing 14 Competitive Analysis 15 Working with Creative 16 Working with a Budget 17 Setting Communication Objectives 18 Communication Idea and Briefi ng 19 Strategy and Tactics 20 Learning a New Language 21 Learning about Costs 22 Video Media 23 Audio Media 24 Print Media 25 Out-of-Home Media 26 Search Engine Marketing 27 Online Display Advertising 28 Mobile 29 Paid Social Media 30 Role of Social Influencers 31 In store Media 32 Direct Response 33 Gaming 34 Global Media 35 B2B 36 Sales Promotion 37 Global Campaign Planning 38 Preparing the Plan 39 Media and Campaign Measurement 40 Presenting the Plan: Developing the Narrative 41 Testing 42 Evaluating an Advertising Media Plan Index
• Edition: Fifth edition
• Publisher Details: London : Routledge
• Publication Date: 2022
• Extent: 1 online resource
• Subjects: 659.111; Advertising media planning; Brand name products; Marketing
• Languages: English
• ISBNs: 9781000814606; 9781000814569
• Related ISBNs: 9781032192178; 9781032192154
• Notes: Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.