Advertising Media Planning: A Brand Management Approach

by Larry D. Kelley, Donald W. Jugenheimer, Kim Sheehan, et al.

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 0765640902
• ISBN13: 9780765640901
• Release Date: April 2015
• Publisher: Routledge
• Length: 360 Pages
• Weight: 1.20 lbs.
• Dimensions: 0.8" x 6.0" x 8.9"

Customer Reviews

Definitely recommend it!

If you want to learn everything about media planning, this is the book! Fluent, many examples and easy to understand...

Advertising Media Planning: A Brand Management Approach

This comprehensive book contains all the essentials that anyone charged with selling a product, or even a service, would need to know about overseeing a media plan. It's easy to understand and has great theories and usable formulas to implement an effective media plan.