{"product_id":"advertising-media-planning-9781032192178","title":"Advertising Media Planning","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\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\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e1. 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.\u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":51018889986391,"sku":"9781032192178","price":166.25,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781032192178.jpg?v=1750778539","url":"https:\/\/bookcurl.com\/products\/advertising-media-planning-9781032192178","provider":"Book Curl","version":"1.0","type":"link"}