Advertising Media Planning: A Brand Management Approach - Couverture souple

Kelley, Larry D.; Jugenheimer, Donald W.

 
9780765620330: Advertising Media Planning: A Brand Management Approach
Couverture souple
ISBN 10 : 0765620332 ISBN 13 : 9780765620330
Editeur : M.E. Sharpe, 2008

Synopsis

The planning and placement of advertising media is a multi-billion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed text offers practical guidance for those who practice media planning on a daily basis as well as those who must ultimately approve strategic media decisions.Full of current brand examples, the book is a 'must-read' for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach and real-world business examples."Improvements for the Second Edition" include: new chapters on Understanding Media Costs, Media Effects and Trends, and How to Prepare a Media Plan; a new appendix on How the Advertising Business Is Organized; a thoroughly revised chapter on Evaluating an Advertising Media Plan; many new examples, illustrations, explanations, and exhibits; and, closer coordination of the content with the updated accompanying workbook, Advertising Media Workbook and Sourcebook, Second Edition.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

The planning and placement of advertising media is a multi-billion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed text offers practical guidance for those who practice media planning on a daily basis as well as those who must ultimately approve strategic media decisions.Full of current brand examples, the book is a 'must-read' for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach and real-world business examples."Improvements for the Second Edition" include: new chapters on Understanding Media Costs, Media Effects and Trends, and How to Prepare a Media Plan; a new appendix on How the Advertising Business Is Organized; a thoroughly revised chapter on Evaluating an Advertising Media Plan; many new examples, illustrations, explanations, and exhibits; and, closer coordination of the content with the updated accompanying workbook, Advertising Media Workbook and Sourcebook, Second Edition.

Présentation de l'éditeur

Media decisions are made every day by agency media personnel and by brand management on the client side. This work offers guidance for those who practice media planning on a daily basis as well as those who must ultimately approve those strategic media decisions.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
M.E. Sharpe
Date d'édition
2008
Langue
anglais
ISBN 10 
0765620332
ISBN 13 
9780765620330
Reliure
Broché
Numéro d'édition
2
Nombre de pages
200
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9780765626363: Advertising Media Planning

Edition présentée

ISBN 10 :  0765626365 ISBN 13 :  9780765626363
Editeur : Routledge, 2011
Couverture souple