Towards greater integration in media planning: Decision-making insights from public relations practitioners

Pages: 1 - 20
Published: Oct 10, 2021
Abstract
Existing research has explored media planning from the perspective of integrated marketing communication (IMC) as a continuously improving strategic process used to plan and coordinate the use of paid, earned, shared, and owned (PESO) media. However, to date, the practice of integration in media planning has mostly been explored from advertising and marketing perspectives. The consideration of public relations practitioner perspectives has been...
Paper Details
Title
Towards greater integration in media planning: Decision-making insights from public relations practitioners
Published Date
Oct 10, 2021
Pages
1 - 20
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