Advertising Media Planning

Kelley, Larry D./ Jugenheimer, Donald W./ Sheehan, Kim Bartel

Editore: Taylor & Francis, 2015
ISBN 10: 0765640899 / ISBN 13: 9780765640895
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Su questo libro:

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Riassunto:

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:

  • International advertising
  • Campaign evaluation
  • The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today
  • Evaluating media vehicles, filled with up-to-date examples
  • Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media
  • Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media
  • Increased coverage of communication planning
  • Added focus on the importance of media strategy early on in the book
  • Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular

An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.

L'autore:

Larry D. Kelley is a Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA. He teaches advertising media planning, advertising account planning, and prinicples of advertising, among other classes. He has authored or co-authored seven books.

Donald W. Jugenheimer is an author, researcher, consultant, and educator. His specialties are communication, advertising and media management, media economics, and advertising media. He has authord or co-authored twenty books.

Kim Bartel Sheehan is Professor of Advertising at the University of Oregon, USA. Her teaching specialties are advertising management, research, and media planning. She has published extensively in academic journals, such as the Journal of Advertising, the Journal of Advertising Research, and the Journal of Public Policy and Marketing.

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Dati bibliografici

Titolo: Advertising Media Planning
Casa editrice: Taylor & Francis
Data di pubblicazione: 2015
Legatura: Hardcover
Condizione libro: New
Edizione: 4.

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Kelley, Larry
Editore: Routledge (2016)
ISBN 10: 0765640899 ISBN 13: 9780765640895
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Descrizione libro Routledge, 2016. Paperback. Condizione: New. PRINT ON DEMAND Book; New; Publication Year 2016; Not Signed; Fast Shipping from the UK. No. book. Codice articolo ria9780765640895_lsuk

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Descrizione libro M E Sharpe Inc, 2015. HRD. Condizione: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Codice articolo KS-9780765640895

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Larry D. Kelley, Kim Sheehan, Donald W. Jugenheimer
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Descrizione libro Taylor Francis Inc, United States, 2015. Hardback. Condizione: New. 4th Revised edition. Language: English . Brand New Book. 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: * International advertising * Campaign evaluation * The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today * Evaluating media vehicles, filled with up-to-date examples * Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media * Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media * Increased coverage of communication planning * Added focus on the importance of media strategy early on in the book * Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular An online instructor s manual with PowerPoint slides and sample test questions is available to adopters. Codice articolo AAS9780765640895

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Larry D. Kelley, Kim Sheehan, Donald W. Jugenheimer
Editore: Taylor Francis Inc, United States (2015)
ISBN 10: 0765640899 ISBN 13: 9780765640895
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Descrizione libro Taylor Francis Inc, United States, 2015. Hardback. Condizione: New. 4th Revised edition. Language: English . Brand New Book. 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: * International advertising * Campaign evaluation * The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today * Evaluating media vehicles, filled with up-to-date examples * Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media * Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media * Increased coverage of communication planning * Added focus on the importance of media strategy early on in the book * Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular An online instructor s manual with PowerPoint slides and sample test questions is available to adopters. Codice articolo AAS9780765640895

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Larry D. Kelley, Kim Sheehan, Donald W. Jugenheimer
Editore: Taylor Francis Inc, United States (2015)
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Descrizione libro Taylor Francis Inc, United States, 2015. Hardback. Condizione: New. 4th Revised edition. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. 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: * International advertising * Campaign evaluation * The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today * Evaluating media vehicles, filled with up-to-date examples * Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media * Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media * Increased coverage of communication planning * Added focus on the importance of media strategy early on in the book * Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular An online instructor s manual with PowerPoint slides and sample test questions is available to adopters. Codice articolo BTE9780765640895

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KELLEY, LARRY; SHEEHAN, KIM; JUGENHEIMER, DONALD W.
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Descrizione libro Routledge, 2015. Hardback. Condizione: NEW. 9780765640895 This listing is a new book, a title currently in-print which we order directly and immediately from the publisher. For all enquiries, please contact Herb Tandree Philosophy Books directly - customer service is our primary goal. Codice articolo HTANDREE0926602

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Descrizione libro M E Sharpe Inc, 2015. Hardcover. Condizione: Brand New. 4th revised edition. 384 pages. 9.50x6.50x1.00 inches. In Stock. Codice articolo __0765640899

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