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This comprehensive book is designed to serve as a primary text for
the Advertising Management course that follows the more general
Principles of Advertising course. It can stand alone, or, for
instructors who prefer a case-based approach, it can be adopted
together with "Cases in Advertising Management" (978-0-7656-2261-7)
by the same authors. "Advertising Management" covers a full range
of topics for a semester-long course, including financial
management, business planning, strategic planning, budgeting, human
resource management, ethics, and managing change. There is even a
unique section on 'managing yourself' and your own career in
advertising. The text includes plentiful figures, tables, and
sidebars, and each chapter concludes with useful learning
objectives, summaries, discussion questions, and additional
resources.
* Unlike competing texts that place media planning within a
marketing context, this textbook provides an integrated and
holistic approach to the full media planning process from an agency
perspective. * This is a new edition of a highly regarded and core
adoptable textbook, fully updated with the most recent trends and
examples in digital and global campaign planning, supported by
mini-case studies, examples, and activities throughout. * Divided
into four key parts and bite-sized chapters to suit programme
delivery, with supporting online resources to aid lecture
preparation.
* Unlike competing texts that place media planning within a
marketing context, this textbook provides an integrated and
holistic approach to the full media planning process from an agency
perspective. * This is a new edition of a highly regarded and core
adoptable textbook, fully updated with the most recent trends and
examples in digital and global campaign planning, supported by
mini-case studies, examples, and activities throughout. * Divided
into four key parts and bite-sized chapters to suit programme
delivery, with supporting online resources to aid lecture
preparation.
"Cases in Advertising Management" offers a wide range of short,
medium-length, and longer cases, all designed to illuminate the
topics covered in an Advertising Management course. The book can
stand alone, or, for instructors who wish to incorporate a combined
casebook and textbook approach, it can be adopted alongside any
standard text, including Advertising Management by the same
authors.The book features actual real-life cases that reflect
current trends in the advertising and promotion industry, with a
strong emphasis on digital media and integrated marketing
communications. A detailed introduction ('How to Analyze a Case
Study') is followed by 30 cases, covering a full range of topics
for a semester-long course, including financial management,
business planning, strategic planning, budgeting, human resource
management, and managing change.
This book provides simple explanations of advertising media sources
and calculations along with real-world examples of source material
from advertising and media companies. Each of the book's 45 concise
units opens with a brief text segment, presents sample source
materials from actual advertising and media companies, and
concludes with hands-on exercises. Compact units cover all key
topics including communication planning and media strategies. A
media math primer, standard media formulae, media planning
checklists, and a glossary of media terms are also included.
Designed for practitioners and students, the latest edition
includes new exercises with new media formats and digital media and
new units devoted to popular social media channels.
This comprehensive book is designed to serve as a primary text for
the Advertising Management course that follows the more general
Principles of Advertising course. It can stand alone, or, for
instructors who prefer a case-based approach, it can be adopted
together with "Cases in Advertising Management" (978-0-7656-2261-7)
by the same authors. "Advertising Management" covers a full range
of topics for a semester-long course, including financial
management, business planning, strategic planning, budgeting, human
resource management, ethics, and managing change. There is even a
unique section on 'managing yourself' and your own career in
advertising. The text includes plentiful figures, tables, and
sidebars, and each chapter concludes with useful learning
objectives, summaries, discussion questions, and additional
resources.
Designed to serve as a comprehensive, primary text for research
methods courses in advertising and/or public relations programs,
this book concentrates on the uses and applications of research in
advertising and public relations situations. The authors' goal is
to provide the information needed by future practitioners to
commission and apply research to their work problems in advertising
and public relations.
This book provides simple explanations of advertising media sources
and calculations along with real-world examples of source material
from advertising and media companies. Each of the book's 45 concise
units opens with a brief text segment, presents sample source
materials from actual advertising and media companies, and
concludes with hands-on exercises. Compact units cover all key
topics including communication planning and media strategies. A
media math primer, standard media formulae, media planning
checklists, and a glossary of media terms are also included.
Designed for practitioners and students, the latest edition
includes new exercises with new media formats and digital media and
new units devoted to popular social media channels.
Designed to serve as a comprehensive, primary text for research
methods courses in advertising and/or public relations programs,
this book concentrates on the uses and applications of research in
advertising and public relations situations. The authors' goal is
to provide the information needed by future practitioners to
commission and apply research to their work problems in advertising
and public relations.
Updated and greatly expanded to reflect the explosive growth of new
media, this acclaimed and widely-adopted text offers practical
guidance for those involved in media planning on a daily basis as
well as those who must ultimately approve strategic media
decisions. Its current, real-world business examples and
down-to-earth approach will resonate with students as well as media
professionals on both the client and agency side.
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