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;...

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