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Advertising Media Planning: A Brand Management Approach

Advertising Media Planning: A Brand Management Approach - 2nd edition

Advertising Media Planning: A Brand Management Approach - 2nd edition

ISBN13: 9780765620330

ISBN10: 0765620332

Advertising Media Planning: A Brand Management Approach by Larry D. Kelley - ISBN 9780765620330
Cover type: Paperback
Edition: 2ND 08
Copyright: 2008
Publisher: M.E. Sharpe, Inc.
Published:
International: No
Advertising Media Planning: A Brand Management Approach by Larry D. Kelley - ISBN 9780765620330

ISBN13: 9780765620330

ISBN10: 0765620332

Cover type: Paperback
Edition: 2ND 08
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Summary

The planning and placement of advertising media is a multi-billion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed 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.Improvements for the Second Edition include: new chapters on Understanding Media Costs, Media Effects and Trends, and How to Prepare a Media Plan; a new appendix on How the Advertising Business Is Organized; a thoroughly revised chapter on Evaluating an Advertising Media Plan; many new examples, illustrations, explanations, and exhibits; and closer coordination of the content with the updated accompanying workbook, "Advertising Media Workbook and Sourcebook, Second Edition".

Other Editions of Advertising Media Planning: A Brand Management Approach

Advertising Media Planning by Larry D. Kelley - ISBN 9780765626363
Advertising Media Planning by Larry D. Kelley - ISBN 9780765613103