Advertising Media Planning: A Brand Management ApproachThe 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:
An online instructor's manual with PowerPoint slides and sample test questions is available to adopters. |
Contents
Preface | |
The Changing Role of Media Planning in Brand Support Media Planning and | |
Establishing a Media Framework 3 Outlining the Components of a Communication Plan | |
How Marketing Objectives Affect Communication Planning | |
The Role of Communication in Advertising and Marketing | |
Working with a Situation Analysis | |
Defining the Target Audience | |
Geographys Role in Planning | |
OutofHome Media | |
Search Engine Marketing | |
Online Display Advertising | |
InStore Media | |
Social Media | |
Direct Response | |
Alternative Media | |
Gaming | |
Seasonality and Timing | |
Competitive Analysis Implications in Planning 11 Working with Creative Implications in Planning | |
Working with a Communication Budget 13 Setting Communication Objectives | |
Communication Idea and Briefing | |
Media Communication Strategy and Tactics | |
Learning the Language of Media Planning | |
Learning about Media Costs | |
General Characteristics of Media | |
Evaluating Media Vehicles | |
Video Media | |
Audio Media | |
Print Media | |
Ethnic Media | |
Sales Promotion | |
Owned Media | |
Earned Media | |
Perspectives on International and Global Media Planning | |
Preparing a Communication Plan | |
Media and Campaign Measurement 38 Impact of Media Ownership on Advertising Execution | |
Developing Test Plans | |
Agency Compensation Structures 41 Evaluating an Advertising Media Plan | |
Appendix The Media Function within the Advertising Business | |
Other editions - View all
Advertising Media Planning: A Brand Management Approach Larry D. Kelley,Kim Bartel Sheehan,Donald W. Jugenheimer No preview available - 2015 |
Advertising Media Planning: A Brand Management Approach Larry D. Kelley,Donald W. Jugenheimer,Kim Bartel Sheehan No preview available - 2015 |