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Advertising media planning : a brand management approach /

By: Kelley, Larry D, 1955-
Title By: Jugenheimer, Donald W | Bartel Sheehan, Kim
Material type: BookPublisher: Armonk, New York : M.E. Sharpe, c2011.Edition: 3rd ed.Description: viii, 291 p. : ill. ; 23 cm.ISBN: 9780765626363; 0765626357 (hardcover : alk. paper)Subject(s): Advertising media planning | Brand name products | MarketingDDC classification: 659.1/11
Summary:
This acclaimed and widely adopted text offers practical guidance for those involved in the critical task of media planning on a daily basis, as well as those who must ultimately approve strategic media decisions. Updated and full of current brand examples, the book is a must-read for everyone 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, where students will benefit from the down-to-earth approach and real-world business examples. This edition has been expanded to cover the explosive growth of new media, and includes nearly twice the number of chapters as the previous edition. New chapter coverage includes integrated communications planning; setting communications objectives; separate chapters for traditional media--print, broadcast, outdoor; new chapters on digital media, social media, ethnic media, direct response media, and alternative media; and new, separate chapters on sponsorships, promotions, and publicity. An online instructor's manual is also available to adopters.
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Item type Home library Call number Status Date due Barcode Item holds
REGULAR University of Wollongong in Dubai
Main Collection
659.111 KE AD (Browse shelf) Available T0027946
Total holds: 0

Includes bibliographical references and index.

This acclaimed and widely adopted text offers practical guidance for those involved in the critical task of media planning on a daily basis, as well as those who must ultimately approve strategic media decisions. Updated and full of current brand examples, the book is a must-read for everyone 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, where students will benefit from the down-to-earth approach and real-world business examples. This edition has been expanded to cover the explosive growth of new media, and includes nearly twice the number of chapters as the previous edition. New chapter coverage includes integrated communications planning; setting communications objectives; separate chapters for traditional media--print, broadcast, outdoor; new chapters on digital media, social media, ethnic media, direct response media, and alternative media; and new, separate chapters on sponsorships, promotions, and publicity. An online instructor's manual is also available to adopters.

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