Advertising Media Planning: A Brand Management Approach / Edition 2

Advertising Media Planning: A Brand Management Approach / Edition 2

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by Taylor and Francis, Donald W. Jugenheimer
     
 

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ISBN-10: 0765620332

ISBN-13: 9780765620330

Pub. Date: 02/28/2008

Publisher: Taylor & Francis

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

Overview

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.

Product Details

ISBN-13:
9780765620330
Publisher:
Taylor & Francis
Publication date:
02/28/2008
Edition description:
REV
Pages:
200
Product dimensions:
5.80(w) x 8.90(h) x 0.60(d)

Table of Contents

Preface     vii
Why Media Are Important     3
Learning the Language of Media     11
Learning About Media Costs     25
The Media and Their Characteristics     33
How Marketing Objectives Impact Media Planning     51
Defining the Target Audience     59
Geography's Role in Planning     75
Seasonality and Timing     85
Creative Implications     93
Competitive Analysis     99
Setting Media Communications Goals     107
How to Prepare an Advertising Media Plan     115
Evaluating an Advertising Media Plan     121
Matching Media to the Total Brand Plan     133
Developing Test Plans     141
What to Look for in Media Execution     149
Effects, Tools, and Trends     159
How the Advertising Business Is Organized     167
Index     177
About the Authors     187

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Advertising Media Planning: A Brand Management Approach 4 out of 5 based on 0 ratings. 1 reviews.
Anonymous More than 1 year ago