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
     
 

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

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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.

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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
1Why Media Are Important3
2Learning the Language of Media11
3The Media and Their Characteristics25
4How Marketing Objectives Impact Media Planning43
5Defining the Target Audience51
6Geography's Role in Planning63
7Seasonality and Timing71
8Creative Implications79
9Competitive Analysis85
10Setting Media Communication Goals93
11Evaluating a Media Plan101
12Matching Media to the Total Brand Plan113
13Developing Test Plans119
14What to Look For in Media Execution127
Index137
About the Authors143

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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