Advertising Media Planning: A Brand Management Approach (Fifth edition)

Unlike competing texts that place media planning within a marketing context, this textbook provides an integrated and holistic approach to the full media planning process from an agency perspective.
This is a new edition of a highly regarded and core adoptable textbook, fully updated with the most recent trends and examples in digital and global campaign planning, supported by mini-case studies, examples, and activities throughout.
Divided into four key parts and bite-sized chapters to suit programme delivery, with supporting online resources to aid lecture preparation.