Advertising Media Planning

Advertising Media Planning : A Brand Management Approach

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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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Product details

  • Hardback | 192 pages
  • 158.75 x 234.95 x 19.05mm | 340.19g
  • ROUTLEDGE
  • London, United Kingdom
  • English
  • tables, figures, index
  • 0765613093
  • 9780765613097

Table of contents

1. Why Media Are Important; 2. Learning the Language of Media; 3. The Media and Their Characteristics; 4. How Marketing Objectives Impact Media Planning; 5. Defining the Target Audience; 6. Geography's Role in Planning; 7. Seasonality and Timing; 8. Creative Implications; 9. Competitive Analysis; 10. Setting Media Communication Goals; 11. Evaluating a Media Plan; 12. Matching Media to the Total Brand Plan; 13. Developing Test Plans; 14. What to Look for in Media Execution
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Rating details

11 ratings
3.72 out of 5 stars
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4 36% (4)
3 45% (5)
2 0% (0)
1 0% (0)
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