Articles liés à Advertising Media Planning

Advertising Media Planning - Couverture souple

Kelley, Larry

 
9780765640901: Advertising Media Planning
Couverture souple
ISBN 10 : 0765640902 ISBN 13 : 9780765640901
Editeur : Routledge, 2015

Synopsis

The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted 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.

Several new chapters have been added to the fourth edition, including:

    • International advertising
      • Campaign evaluation
        • The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today
          • Evaluating media vehicles, filled with up-to-date examples
            • Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media
              • Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media
                • Increased coverage of communication planning
                  • Added focus on the importance of media strategy early on in the book
                    • Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular

                      An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.

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

                      À propos de l'auteur

                      Larry D. Kelley is a Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA. He teaches advertising media planning, advertising account planning, and prinicples of advertising, among other classes. He has authored or co-authored seven books.

                      Donald W. Jugenheimer is an author, researcher, consultant, and educator. His specialties are communication, advertising and media management, media economics, and advertising media. He has authord or co-authored twenty books.

                      Kim Bartel Sheehan is Professor of Advertising at the University of Oregon, USA. Her teaching specialties are advertising management, research, and media planning. She has published extensively in academic journals, such as the Journal of Advertising, the Journal of Advertising Research, and the Journal of Public Policy and Marketing.

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

                      Éditeur
                      Routledge
                      Date d'édition
                      2015
                      Langue
                      anglais
                      ISBN 10 
                      0765640902
                      ISBN 13 
                      9780765640901
                      Reliure
                      Broché
                      Numéro d'édition
                      4
                      Nombre de pages
                      360
                      Coordonnées du fabricant
                      non disponible
                      Personne responsable
                      non disponible