Книга: Larry D. Kelley, Donald W. Jugenheimer, Kim Bartel Sheehan «Advertising Media Planning: A Brand Management Approach»
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Производитель: "Routledge" The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted 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. Several new chapters have been added to the fourth edition, including: International advertising Campaign evaluation The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today Evaluating media vehicles, filled... ISBN:9780765640901, 0765640902 Издательство: "Routledge" (2015)
ISBN: 9780765640901 |
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