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 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.
Table of Contents
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 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
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言語・メディア・社会入門
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