Advertising Media Planning A Brand Management Approach

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.

1 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 De?ning 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 Brie? 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

Larry D. Kelley is Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA. Kim Bartel Sheehan is Professor Emerita at the University of Oregon, USA. Lisa Dobias is Associate Professor of Practice who has been teaching full-time at the University of Texas-Austin since 1996. David E. Koranda is a Professor of Practice Emeritus at the University of Oregon USA. Donald W. Jugenheimer is an author, researcher, consultant, and educator. He has authored or co-authored20 books.