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Ebook Advertising media planning: A brand management approach (Fourth edition): Part 2
Continued part 1, part 2 of ebook "Advertising media planning: A brand management approach" provides readers with contents including: learning about media costs; general characteristics of media; evaluating media vehicles; video media, audio media, print media, out-of-home media; search engine marketing; online display advertising; sales promotion; perspectives on international and global media planning; preparing a communication plan; media...
221 p hbu 25/09/2023 167 97
Từ khóa: Advertising media planning, Brand management approach, Brand name products, Evaluating media vehicles, Out-of-home media, Search engine marketing, Online display advertising
Ebook Advertising media planning: A brand management approach (Fourth edition): Part 1
Part 1 of ebook "Advertising media planning: A brand management approach" provides readers with contents including: the changing role of media planning in brand support - media planning and IMC; establishing a media framework; outlining the components of a communication plan; how marketing objectives affect communication planning; the role of communication in advertising and marketing; working with a situation analysis;...
140 p hbu 25/09/2023 164 93
Từ khóa: Advertising media planning, Brand management approach, Brand name products, Media framework, Communication plan, The role of communication, The target audience, Media communication strategy
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