5th Edition

Advertising Media Planning A Brand Management Approach

    312 Pages 7 B/W Illustrations
    by Routledge

    312 Pages 7 B/W Illustrations
    by Routledge

    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 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



    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.