5th Edition
Advertising Media Planning A Brand Management Approach
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
Biography
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-authored 20 books.
