Advertising Media Planning: A Brand Management Approach

This textbook offers an integrated and holistic approach to media planning from an agency perspective, with updated trends and examples in digital and global campaign planning, supported by mini-case studies and activities. It is divided into four key parts and bite-sized chapters for easy delivery.

Format: Paperback / softback
Length: 302 pages
Publication date: 30 December 2022
Publisher: Taylor & Francis Ltd

This textbook stands out from its competitors by offering an integrated and comprehensive approach to media planning from an agency standpoint. It goes beyond merely placing media planning within a marketing context and delves into the intricate details of the entire media planning process.

This textbook represents a new edition of a highly respected and widely adopted core textbook, which has undergone a thorough update to incorporate the latest trends and examples in digital and global campaign planning. It is extensively supported by mini-case studies, real-world examples, and engaging activities to enhance the learning experience.

The textbook is thoughtfully structured into four key parts and concise chapters, designed to facilitate effective program delivery. Additionally, supporting online resources are provided to aid in lecture preparation and further enhance the understanding of the material.

By adopting this textbook, students and professionals alike will gain a deep understanding of the media planning process, enabling them to develop effective strategies and make informed decisions in the ever-evolving media landscape. Its holistic approach and up-to-date content make it an invaluable resource for anyone seeking to excel in the field of media and advertising.

Weight: 576g
Dimension: 246 x 174 (mm)
ISBN-13: 9781032192154
Edition number: 5 ed