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 engag

Advertising Media Planning

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    £49.39

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    RRP £51.99 – you save £2.60 (5%)

    Order before 4pm today for delivery by Fri 26 Jun 2026.

    A Paperback by David E. Koranda, Kim Bartel Sheehan, Lisa Dobias

    15 in stock


      View other formats and editions of Advertising Media Planning by David E. Koranda

      Publisher: Taylor & Francis Ltd
      Publication Date: 12/30/2022 12:00:00 AM
      ISBN13: 9781032192154, 978-1032192154
      ISBN10: 1032192151
      Also in:
      Advertising and society

      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 engag

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