{"product_id":"advertising-media-planning-9781032192154","title":"Advertising Media Planning","description":"\u003cp\u003e\u003cem\u003eAdvertising Media Planning\u003c\/em\u003e 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. \u003c\/p\u003e\u003cp\u003eThis 5th edition has been fully updated to include: \u003c\/p\u003e\u003cp\u003e An emphasis throughout on digital and global media planning\u003c\/p\u003e\u003cp\u003e New chapters on the role of brand communication, media planning and data analytics, paid media, mobile media, influencer marketing, and B2B media\u003c\/p\u003e\u003cp\u003e New mini-case studies and innovation-focused call-out boxes throughout, showcasing media examples from Europe, the United States, and Asia\u003c\/p\u003e\u003cp\u003e Discussion questions to foster engag\u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":51018890117463,"sku":"9781032192154","price":49.39,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781032192154.jpg?v=1750778539","url":"https:\/\/bookcurl.com\/products\/advertising-media-planning-9781032192154","provider":"Book Curl","version":"1.0","type":"link"}