Advertising Media Planning

Advertising Media Planning : A Brand Management Approach

3.72 (11 ratings by Goodreads)
By (author)  , By (author) 

List price: US$104.95

Currently unavailable

Add to wishlist

AbeBooks may have this title (opens in new window).

Try AbeBooks

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.
show more

Product details

  • Hardback | 200 pages
  • 154.94 x 223.52 x 22.86mm | 408.23g
  • Taylor & Francis Inc
  • M.E. Sharpe
  • Armonk, United States
  • English
  • Revised
  • 2nd Revised edition
  • tables, exhibits, index
  • 0765620324
  • 9780765620323

Rating details

11 ratings
3.72 out of 5 stars
5 18% (2)
4 36% (4)
3 45% (5)
2 0% (0)
1 0% (0)
Book ratings by Goodreads
Goodreads is the world's largest site for readers with over 50 million reviews. We're featuring millions of their reader ratings on our book pages to help you find your new favourite book. Close X