Media planning: A strategic function in advertising communication in the digital context

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Published 12-06-2024
Amaia Paniagua-Iglesias
Irene García-Ureta

Abstract

The digital revolution has driven a profound transformation in the media landscape that has influenced advertising and media planning. This article confirms the importance of media planning based on the investment it entails, outlines what the most important changes have been because of digitalization and the proliferation of media, and argues the necessary integration of the strategic function and media planning in the process of creating and executing a campaign.

How to Cite

Paniagua-Iglesias, A., & García Ureta, I. (2024). Media planning: A strategic function in advertising communication in the digital context. ZER - Journal of Communication Studies, 29(56), 311–333. https://doi.org/10.1387/zer.25107
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