Home 
Catalog Advertising Media Planning
“Good things happen when academics and a practitioner collaborate on a media text.” (*)
This acclaimed and widely adopted text offers practical guidance for those involved in the critical 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.
Endorsements: “Good things happen when academics and a practitioner collaborate on a media text. In the new edition of Advertising Media Planning, the process of planning is strongly tied to brand strategy. Other books cover reach, frequency, etc. but this one goes furthest to provide a comprehensive understanding for both clients and agencies.” — Richard F. Beltramini, Wayne State University (*)
Catalog Advertising Media Planning
Advertising Media Planning
A Brand Management Approach
By (author)
Larry D. Kelley, Donald W. Jugenheimer, Kim Bartel Sheehan
e-ISBN
9780765631978
Edition
Third
eBook Price
$27.95
Pages
306
Pub Date
April 2011
Main Subject(s)
Advertising
Course Title(s)
Advertising Media Planning
“Good things happen when academics and a practitioner collaborate on a media text.” (*)
This acclaimed and widely adopted text offers practical guidance for those involved in the critical 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.
Endorsements: “Good things happen when academics and a practitioner collaborate on a media text. In the new edition of Advertising Media Planning, the process of planning is strongly tied to brand strategy. Other books cover reach, frequency, etc. but this one goes furthest to provide a comprehensive understanding for both clients and agencies.” — Richard F. Beltramini, Wayne State University (*)