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Advertising Media Planning: A Brand Management Approach

Objektkategorie:
Elektronische Ressource
Person/Institution:
Kelley, Larry D.
Sheehan, Kim Bartel
Dobias, Lisa
Koranda, David E.
Jugenheimer, Donald W.
Verlag:
Taylor & Francis Group
Veröffentlichungsort:
Milton
Entstehungszeit:
2023
Umfang, Illustration, Format:
1 online resource (312 pages)
Sprache:
Englisch
Bereitstellende Institution:
Forschungsbibliothek Gotha
GND Explorer
Abstract:
Cover -- Half Title -- Title Page -- Copyright Page -- Contents -- Preface -- Acknowledgments -- 1. The changing role of media planning in brand support -- 2. Role and importance 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 brand strategic communication plan -- 8. How marketing objectives affect communication planning -- 9. The role communication plays in brand support -- 10. Working with a situation analysis -- 11. Defining the audience -- 12. Geography's role in planning -- 13. Seasonality and timing -- 14. Competitive analysis -- 15. Working with creative: Implications in planning -- 16. Working with a budget -- 17. Setting communication and media objectives -- 18. Communication platforms and campaign briefs -- 19. Media strategy and tactics -- 20. Learning the language of media planning -- 21. Learning about media costs -- 22. Evaluating opportunities -- 23. Video media -- 24. Audio media -- 25. Print media -- 26. Out-of-home media -- 27. Search engine marketing -- 28. Online display advertising -- 29. Mobile -- 30. Social media -- 31. Role of social influencers -- 32. In-store media -- 33. Direct response -- 34. Gaming -- 35. Culturally specific media in a global world -- 36. Business-to-business advertising -- 37. Sales promotion -- 38. Perspectives on international and global media planning -- 39. Preparing a communication plan -- 40. Media and campaign measurement -- 41. Presenting the plan: Developing the narrative -- 42. Developing test plans -- 43. Evaluating an advertising media plan -- Index.
Objekttext:
Description based on publisher supplied metadata and other sources

Zugriff und Nutzungsmöglichkeiten

Universität Erfurt
Forschungsbibliothek Gotha
Schloss Friedenstein
Schlossplatz 1
99867 Gotha
+49 361 737-5540
bibliothek.gotha(at)uni-erfurt.de
Datensatz angelegt am:
2023-04-12
Zuletzt geändert am:
2022-12-16
In Portal übernommen am:
2023-04-12