Advertising media planning : a brand management approach /
By: Kelley, Larry D
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: 659.1/11Item 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 |
, Shelving location: Main Collection Close shelf browser
659.10951 WA BR Brand new China : advertising, media, and commercial culture / | 659.10951 WA BR Brand new China : advertising, media, and commercial culture / | 659.111 DI ME Media Planning in Action / | 659.111 KE AD Advertising media planning : a brand management approach / | 659.111 KE AD Advertising media planning : | 659.111 KE AD Advertising account planning : | 659.111 KE LL Kellogg on advertising & media : the Kellogg School of Management / |
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.