 |
|
|
Item Details
| Title:
|
ADVERTISING MEDIA PLANNING
A BRAND MANAGEMENT APPROACH |
| By: |
Larry D. Kelley, Kim Sheehan, Donald W. Jugenheimer |
| Format: |
Hardback |
| List price:
|
£190.00 |
|
We currently do not stock this item, please contact the publisher directly for
further information.
|
|
|
|
|
|
| ISBN 10: |
0765640899 |
| ISBN 13: |
9780765640895 |
| Publisher: |
TAYLOR & FRANCIS INC |
| Pub. date: |
10 April, 2015 |
| Edition: |
4th Revised edition |
| Pages: |
360 |
| 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. |
| Illustrations: |
53 black & white tables, 33 black & white line drawings |
| Publication: |
US |
| Imprint: |
M.E. Sharpe |
| Returns: |
Returnable |
|
|
|
 |
|
|
|
|
|
No Cheese, Please!
A fun picture book for children with food allergies - full of friendship and super-cute characters!Little Mo the mouse is having a birthday party.
|
My Brother Is a Superhero
Luke is massively annoyed about this, but when Zack is kidnapped by his arch-nemesis, Luke and his friends have only five days to find him and save the world...
|
|
|
|
|