Judy Ungar Franks

Broschiertes Buch

Media from Chaos to Clarity and Back Again

Beschreibung

An essential guide to how today's media ecosystems work and why they matter. Exploring the evolution of media from the analog to the digital world, this book applies established theory and time-tested frameworks such as the Five Global Truths and the 3Cs (Consumers, Content, and Channels) to help readers make sense of today's turbulent media landscape. The digital media landscape is more complex than ever, with platforms becoming dominant gatekeepers, audience attention increasingly fragmenting, and business models under stress. Judy Ungar Franks unpacks these issues and challenges readers to consider whether the industry will regain clarity or fall into deeper chaos. The third edition features new sections on the business of media and on future media transformations from individualized chaos to consolidated clarity. In a world where such clarity is fleeting, this book empowers readers to cut through the noise and anticipate what comes next. Established theory comes alive with dynamic case studies and engaging discussion questions to fuel understanding for students in the classroom and media professionals worldwide.

Autor

Judy Ungar Franks is Professor at Medill School of Journalism, Media, Integrated Marketing Communications at Northwestern University, USA. She has earned awards for her courses in consumer insights and digital media strategy within the Integrated Marketing Communications (IMC) program. She is also an advocate for accessibility and Universal Design for Learning (UDL). Franks brings nearly four decades of experience to the research and practice of media strategy for integrated marketing communications. Franks spent twenty-three years in Chicago's top ad agencies-Leo Burnett, FCB, Havas (formerly TLK), Starcom and Energy BBDO where she rose to the executive ranks in both media management and communications planning. Judy contributed to business-building and award-winning media campaigns for renowned brands including P&G, Hallmark, Allstate, and LEGO. Franks serves as a course developer and facilitator for the American Association of Advertising Agencies(4A's) Learning Institute, where she shares her expertise in media and marketing essentials with agency talent at all levels.

Produktdetails

• Verlag: Bloomsbury Academic
• 3rd edition
• Seitenzahl: 272
• Erscheinungstermin: 8. Januar 2026
• Englisch
• Abmessung: 229mm x 152mm x 25mm
• Gewicht: 454g
• ISBN-13: 9798216367376
• Artikelnr.: 75438629