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Advertising Media Planning - A Brand Management Approach (Paperback, 4th edition)
Loot Price: R1,863
Discovery Miles 18 630
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Advertising Media Planning - A Brand Management Approach (Paperback, 4th edition)
Expected to ship within 9 - 15 working days
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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 with up-to-date examples Search engine marketing,
and a thorough revision of the chapter on online display
advertising to address the increased emphasis on digital media
Gaming, and many new examples of the latest digital media with an
emphasis on social media, and a new framework for analyzing current
and future social media Increased coverage of communication
planning Added focus on the importance of media strategy early on
in the book Separate chapters for video and audio media (instead of
lumping them together in broadcast). This creates a more in-depth
discussion of radio in particular An online instructor's manual
with PowerPoint slides and sample test questions is available to
adopters.
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