"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 organised into...

pt. 1. Introduction to advertising and public relations research -- pt. 2. Secondary research in advertising and public relations -- pt. 3. Primary research in advertising and public relations : qualitative research -- pt. 4. Primary research in advertising and public relations : quantitative...

ch. 1. The changing role of media planning in brand support : media planning and IMC -- ch. 2. Establishing a media framework -- ch. 3. Outlining the components of a communication plan -- ch. 4. How marketing objectives affect communication planning -- ch. 5. The role of communication in...

1. Account planning history and practice -- 2. The role that account planning plays in a campaign -- 3. Brand destination planning -- 4. Situation analysis -- 5. Benchmarking consumer perceptions -- 6. Understanding the consumer mind-set -- 7. Developing insights -- 8. The role of advertising --...

pt. 1. Marketing and communication planning -- pt. 2. Media objectives and strategies -- pt. 3. Media tactics -- pt. 4. Broadcast media -- pt. 5. Print media -- pt. 6. Out-of-home media -- pt. 7. Digital media -- pt. 8. Media tools, analysis, and resources.

pt. 1. Advertising management fundamentals -- pt. 2. Advertising financial matters -- pt. 3. Advertising business plans -- pt. 4. Advertising planning -- pt. 5. Advertising budget management -- pt. 6. Advertising management : dealing with people -- pt. 7. Advertising management decisions -- pt....

pt. 1. Advertising management fundamentals -- pt. 2. Advertising financial matters -- pt. 3. Advertising business plans -- pt. 4. Advertising planning -- pt. 5. Advertising budget management -- pt. 6. Advertising management : dealing with people -- pt. 7. Advertising management decisions -- pt....