CART

(0) items

Advertising Media Planning : A Brand Management Approach

by ; ;
Edition:
3rd
ISBN13:

9780765626363

ISBN10:
0765626365
Format:
Paperback
Pub. Date:
10/15/2011
Publisher(s):
M E Sharpe Inc
List Price: $52.95

eTextbook


 
Duration
Price
$33.54

Rent Textbook

We're Sorry
Sold Out

Used Textbook

We're Sorry
Sold Out

New Textbook

We're Sorry
Sold Out

More New and Used
from Private Sellers
Starting at $41.72
See Prices

Summary

This acclaimed and widely adopted text offers practical guidance for those involved in the critcal task of media planning on a daily basis, as well as those who must ultimately approve strategic media decisions. Updated and full of current brand examples, the book is a must-read for everyone 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, where students will benefit from the down-to-earth approach and real-world business examples. This edition has been expanded to cover the explosive growth of new media, and includes nearly twice the number of chapters as the previous edition. New chapter coverage includes integrated communications planning; setting communications objectives; separate chapters for traditional media--print, broadcast, outdoor; new chapters on digital media, social media, ethnic media, direct response media, and alternative media; and new, separate chapters on sponsorships, promotions, and publicity.


Please wait while the item is added to your cart...