Advertising Media: Workbook and Sourcebook - Couverture souple

Kelley, Larry D.; Jugenheimer, Donald W.

 
9780765620347: Advertising Media: Workbook and Sourcebook
Couverture souple
ISBN 10 : 0765620340 ISBN 13 : 9780765620347
Editeur : M.E. Sharpe, 2008

Synopsis

The new edition of this practical tool combines easy-to-understand explanations of advertising media sources and calculations with real-world examples of actual source material from advertising and media companies. It is designed for both practitioners and students - anyone who wants to master the process of advertising media planning.Each unit is compact and easy-to-understand, and the units progress in a logical way from basic math through the advertising media process to more complex interrelationships of sources and problems. Numerous hands-on exercises are included in each unit, and for course use instructors can download solutions from the M.E. Sharpe website. The book also includes a media math primer, standard media formulae, media planning checklists, and a glossary of media terms.For this new edition the authors have more closely coordinated the content with that of their accompanying textbook, "Advertising Media Planning: A Brand Management Approach, Second Edition." It includes completely new units on Media Websites, Estimating, Emotional vs. Rational Appeals, Media Buying, Calendars and Flow Charts, and Test Cities and Standards, as well as all-new Media Planning Worksheets and Media Planning Outlines.

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

Présentation de l'éditeur

The new edition of this practical tool combines easy-to-understand explanations of advertising media sources and calculations with real-world examples of actual source material from advertising and media companies. It is designed for both practitioners and students - anyone who wants to master the process of advertising media planning.Each unit is compact and easy-to-understand, and the units progress in a logical way from basic math through the advertising media process to more complex interrelationships of sources and problems. Numerous hands-on exercises are included in each unit, and for course use instructors can download solutions from the M.E. Sharpe website. The book also includes a media math primer, standard media formulae, media planning checklists, and a glossary of media terms.For this new edition the authors have more closely coordinated the content with that of their accompanying textbook, "Advertising Media Planning: A Brand Management Approach, Second Edition." It includes completely new units on Media Websites, Estimating, Emotional vs. Rational Appeals, Media Buying, Calendars and Flow Charts, and Test Cities and Standards, as well as all-new Media Planning Worksheets and Media Planning Outlines.

Présentation de l'éditeur

This practical workbook on effective media planning provides the most current media data and secondary source material available, and includes coverage of cable TV and the Internet. Each of the book's twenty sections opens with a brief text segment and sample source materials from actual advertising and media companies, followed by numerous hands-on exercises. For course use, instructors can download solutions from the M.E. Sharpe website. The Advertising Media Workbook and Sourcebook also includes a media math primer, standard media formulae, media planning checklists, and a glossary of media terms. The perfect companion to the authors' Advertising Media Planning, this handy workbook can also be used as a supplement to any media planning textbook.

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 
0765620340
ISBN 13 
9780765620347
Reliure
Broché
Numéro d'édition
2
Nombre de pages
336
Coordonnées du fabricant
Buchpark GmbH
https://www.buchpark.de

Krügerweg 1
Trebbin
Brandenburg
14959
Allemagne