Advertising Media Planning : A Brand Management Approach

Advertising Media Planning : A Brand Management Approach

Description

The planning and placement of advertising media is a multi-billion dollar business. Media decisions are made every day by agency media personnel and by brand management on the client side. Yet there is no current, up-to-date textbook that addresses how to plan and evaluate a media program. This book offers guidance for those who practice media planning on a daily basis as well as those who must ultimately approve those strategic media decisions. Written in a common-sense style and full of current brand examples, the book is a must-read for all who will be involved in the media decision process that impacts advertising effectiveness. The book's easy-to-read style and logical format makes it ideal for adoption by professors who teach advertising media planning. Students and professionals alike will benefit from the down-to-earth approach and the real-world business examples. The authors are a unique combination: an experienced advertising agency executive with many years of media planning in his background, and an experienced teacher of advertising media planning who knows and understands how students learn and how the information is best presented.


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Details

Author(s)
Larry D. Kelley
Format
Paperback | 192 pages
Dimensions
152.4 x 222.25 x 12.7mm | 226.8g
Publication date
30 Sep 2003
Publisher
Taylor & Francis Ltd
Imprint
ROUTLEDGE
Publication City/Country
London, United Kingdom
Language
English
Illustrations note
tables, figures, index
ISBN10
0765613107
ISBN13
9780765613103