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 p...

Combining a strong theoretical underpinning with a wide range of case studies and practical examples, this authoritative textbook provides a deep understanding of career systems, on both an individual and an organizational level.