Advertising Media Planning

Advertising Media Planning : A Brand Management Approach

3.72 (11 ratings by Goodreads)
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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.
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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

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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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