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Advertising Media Planning: A Brand Management Approach / Larry Kelley, Kim Sheehan, Donald W. Jugenheimer | |
Publisher: Routledge | |
Availability:Usually ships in 4-5 business days | |
Sales Rank: 78490 | |
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The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted 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.
Several new chapters have been added to the fourth edition, including:
An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.