£49.99

Routledge Advertising Media Planning: A Brand Management Approach

Name: Advertising Media Planning: A Brand Management Approach
Brand: Routledge
Price: 49.99 GBP
Availability: InStock

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Description

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.

Product Specifications

Brand: Routledge
Format: Paperback
ASIN: 1032192151
Category: Books > Subjects > Business, Finance & Law > E-Commerce > E-commerce
Domain: Amazon UK
Release Date: 30 December 2022
Listed Since: 01 July 2022

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Routledge Advertising Media Planning: A Brand Management Approach

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