Advertising Media Planning: A Brand Management Approach
ISBN-13:
9780765620323
ISBN-10:
0765620324
Edition:
2
Author:
Donald W. Jugenheimer, Larry D. Kelley
Publication date:
2008
Publisher:
Routledge
Format:
Hardcover
200 pages
Category:
Advertising
,
Marketing & Sales
,
Marketing
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Book details
ISBN-13:
9780765620323
ISBN-10:
0765620324
Edition:
2
Author:
Donald W. Jugenheimer, Larry D. Kelley
Publication date:
2008
Publisher:
Routledge
Format:
Hardcover
200 pages
Category:
Advertising
,
Marketing & Sales
,
Marketing
Summary
Advertising Media Planning: A Brand Management Approach (ISBN-13: 9780765620323 and ISBN-10: 0765620324), written by authors
Donald W. Jugenheimer, Larry D. Kelley, was published by Routledge in 2008.
With an overall rating of 3.7 stars, it's a notable title among other
Advertising
(Marketing & Sales, Marketing) books. You can easily purchase or rent Advertising Media Planning: A Brand Management Approach (Hardcover) from BooksRun,
along with many other new and used
Advertising
books
and textbooks.
And, if you're looking to sell your copy, our current buyback offer is $0.3.
Description
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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