Advertising Media Planning
A Brand Management Approach
3rd Edition
Published on 17. December 2011
Book
Paperback/Softback
304 pages
978-0-7656-2636-3 (ISBN)
Description
Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.
More details
Edition
3rd New edition
Language
English
Place of publication
Armonk
United States
Publishing group
Taylor & Francis Inc
Target group
College/higher education
Edition type
New edition
Illustrations
Illustrations
Dimensions
Height: 229 mm
Width: 152 mm
Weight
431 gr
ISBN-13
978-0-7656-2636-3 (9780765626363)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Larry D. Kelly | Donald W. Jugenheimer | Kim Bartel Sheehan
Advertising Media Planning
A Brand Management Approach
Book
10/2011
3rd Edition
M.E. Sharpe
€178.27
Article exhausted; check different version
Previous edition
Advertising Media Planning
A Brand Management Approach
Book
02/2008
2nd Edition
M.E. Sharpe
€75.10
Article exhausted; check for reprint
Content
Selected Contents:* Preface * 1. The Changing Role of Media Planning in Brand Support: Media Planning and IMC * 2. Establishing a Media Framework * 3. Outlining the Components of a Communication Plan * 4. How Marketing Objectives Impact Communication Planning * 5. The Role of Communication in Advertising and Marketing * 6. Working with a Situation Analysis * 7. Defining the Target Audience * 8. Geography's Role in Planning * 9. Seasonality and Timing * 10. Competitive Analysis: Implications in Planning * 11. Working with Creative: Implications in Planning * 12. Working with a Communication Budget * 13. Setting Media Communications Objectives * 14. Communication Idea and Briefing * 15. Media Communication Strategy and Tactics * 16. Learning the Language of Media Planning * 17. Learning about Media Costs * 18. General Characteristics of Media * 19. Evaluating Media Vehicles * 20. Video Media * 21. Audio Media * 22. Print Media * 23. Out-of-Home Media * 24. Search Engine Marketing * 25. Online Display Advertising * 26. In-Store Media * 27. Social Media * 28. Direct Response * 29. Alternative Media * 30. Gaming * 31. Ethnic Media * 32. Sales Promotion * 33. Owned Media * 34. Earned Media * 35. Perspectives on International and Global Media Planning * 36. Preparing a Communications Plan * 37. Media and Campaign Measurement * 38. Impact of Media Ownership on Advertising Execution * 39. Developing Test Plans * 40. Agency Compensation Structures * 41. Evaluating an Advertising Media Plan * Appendix. The Media Function within the Advertising Business * Index * About the Authors