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 | | Advertising Media Planning: A Brand Management Approach by Larry D. Kelley, Donald W. Jugenheimer ISBN-10: 9780765620330 ISBN-10: 0-7656-2033-2 ISBN-13: 9780765620330 ISBN-13: 978-0-7656-2033-0 Paperback 2008-02 M.E. Sharpe Find Lowest Price |
Editorials | ||
Product Description 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". | ||
Reviews | ||
Thoroughly mediocre As a regional media strategist with 25 years experience, I found this book useless when synthesizing practical experience to teaching at the University level. It's not organized well, and it's too brief to fully give the student proper knowledge of this field. At this point, it's also outdated. | ||
Not Impressed I am relatively new to the advertising field and was anxious to receive this book to broaden my knowledge. Even as a novice I found the information to be most basic and without much substance. Fortunately I purchased several college textbooks and found what it was I sought when I purchased this book. If you desire to use this book as a way of gaining true insight into media planning there are much better choices available to you. | ||
Advertising Media Planning: A Brand Management Approach This comprehensive book contains all the essentials that anyone charged with selling a product, or even a service, would need to know about overseeing a media plan. It's easy to understand and has great theories and usable formulas to implement an effective media plan. | ||