Advertising Media Planning (eBook, PDF)

A Brand Management Approach

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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 ...

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