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Advertising Media Planning: A Brand Management Approach

by Unknown
Edition:
3rd
ISBN13:

9780765626363

ISBN10:
0765626365
Format:
Nonspecific Binding
Pub. Date:
11/18/2014
Publisher(s):
Routledge

Questions About This Book?

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What version or edition is this?
This is the 3rd edition with a publication date of 11/18/2014.
What is included with this book?
  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.
  • The Rental copy of this book is not guaranteed to include any supplemental materials. You may receive a brand new copy, but typically, only the book itself.

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.


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