If you've ever been introduced to a new employee at the office as "the guy who got drunk at the Christmas party and danced with the boss's wife," then you can relate to office screw-ups. But there's good news. You don't have to relocate to Antarctica or dodge the water cooler at the office anymore.

In "You've Screwed Up. Now What?!" advertising expert, Larry D. Kelley, shares his wisdom on the common mistakes that companies and their workers often go through - from signing a document you probably shouldn't have to running a balance sheet into the ground - and explains how anyone can make the best out of a screw up with his or her job and dignity intact. Kelley incorporates the Weasel of Wisdom to show you how to remedy your mistake and keep it from happening again.

Witty and irreverent, "You've Screwed Up. Now What?!" is what you need to get you out of any bad mistake. But best of all, you'll begin to revel in your ability to screw up on your terms!

Advertising Media Planning blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of media planning. Taking a unique brand communication approach from an agency perspective, the textbook is organized into four key parts, walking the student through the foundations of brand communication, communication planning, the different media channels available, and the process of preparing, presenting, and evaluating a media plan.

This 5th edition has been fully updated to include:

• An emphasis throughout on digital and global media planning

• New chapters on the role of brand communication, media planning and data analytics, paid media, mobile media, influencer marketing, and B2B media

• New mini-case studies and innovation-focused call-out boxes throughout, showcasing media examples from Europe, the United States, and Asia

• Discussion questions to foster engagement and understanding

A highly regarded new edition, this practical and integrated textbook should be core reading for advanced undergraduate and postgraduate students studying Media Planning, Advertising Management, Integrated Marketing Communication, and Brand Management. Instructor resources include: PowerPoint slides, a test bank, and an instructor manual.

Table of Contents

1 The Changing Role of Brand Communication Support

2 Role of Data in Planning

3 Establishing a Media Framework

4 Dynamics of Paid Media

5 Dynamics of Owned Media

6 Dynamics of Earned Media

7 Components of a Strategic Communication Plan

8 How Brand Objectives Affect Communication Planning

9 The Role of Communication Plays in Brand Support

10 Working with a Situation Analysis

11 Defining the Target Audience

12 Geography’s Role in Planning

13 Seasonality and Timing

14 Competitive Analysis

15 Working with Creative

16 Working with a Budget

17 Setting Communication Objectives

18 Communication Idea and Briefi ng

19 Strategy and Tactics

20 Learning a New Language

21 Learning about Costs

22 Video Media

23 Audio Media

24 Print Media

25 Out-of-Home Media

26 Search Engine Marketing

27 Online Display Advertising

28 Mobile

29 Paid Social Media

30 Role of Social Influencers

31 In store Media

32 Direct Response

33 Gaming

34 Global Media

35 B2B

36 Sales Promotion

37 Global Campaign Planning

38 Preparing the Plan

39 Media and Campaign Measurement

40 Presenting the Plan: Developing the Narrative

41 Testing

42 Evaluating an Advertising Media Plan

Index

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.

Advertising Management in a Digital Environment: Text and Cases blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management. Divided into three core sections, the book provides a truly holistic approach to Advertising Management. The first part considers the fundamentals of advertising management, including leadership, ethics and corporate social responsibility, and finance and budgeting. The second part considers human capital management and managing across cultures, whilst the third part discusses strategic planning, decision making and brand strategy. To demonstrate how theory translates to practice in advertising, each chapter is illustrated with real-life case studies from a broad range of sectors, and practical exercises allow case analysis and further learning. This new textbook offers an integrated and global approach to Advertising Management and should be core or recommended reading for undergraduate and postgraduate students of Media Management, Advertising, Marketing Management and Strategy, Communications and Public Relations. The applied approach provided by case study analysis makes it equally suitable for those in executive education and studying for professional qualifications.

* 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 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.

This book is an evaluation of the new legislative politics in the Soviet Union. The contributors examine the uneven progress of electoral and constitutional reform, the composition, organisation, staffing and procedures of the Congress of People's Deputies and the Supreme Soviet, the development of factions, movements and parties on the left, on the right, and of the nationalist bent, the path of executive-legislative relations and case studies of the role of the legislature on domestic and foreign policy realms. This book should prove of interest to students of Soviet politics, political parties, and legislative politics, as well as for anyone interested in the struggle of political ideas, forces, and institutions in the USSR today.

This book is an evaluation of the new legislative politics in the Soviet Union. The contributors examine the uneven progress of electoral and constitutional reform, the composition, organisation, staffing and procedures of the Congress of People's Deputies and the Supreme Soviet, the development of factions, movements and parties on the left, on the right, and of the nationalist bent, the path of executive-legislative relations and case studies of the role of the legislature on domestic and foreign policy realms. This book should prove of interest to students of Soviet politics, political parties, and legislative politics, as well as for anyone interested in the struggle of political ideas, forces, and institutions in the USSR today.

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.

Advertising Management in a Digital Environment: Text and Cases blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management.

Divided into three core sections, the book provides a truly holistic approach to Advertising Management. The first part considers the fundamentals of advertising management, including leadership, ethics and corporate social responsibility, and finance and budgeting. The second part considers human capital management and managing across cultures, whilst the third part discusses strategic planning, decision making and brand strategy. To demonstrate how theory translates to practice in advertising, each chapter is illustrated with real-life case studies from a broad range of sectors, and practical exercises allow case analysis and further learning.

This new textbook offers an integrated and global approach to Advertising Management and should be core or recommended reading for undergraduate and postgraduate students of Media Management, Advertising, Marketing Management and Strategy, Communications and Public Relations. The applied approach provided by case study analysis makes it equally suitable for those in executive education and studying for professional qualifications.

Table of Contents

1. The New World of Advertising Management: Digital and Global

Case 1.1: Boswell Agency

2. Culture, Administration and Leadership in a Global Market

Case 2.1: Prime Media

3. Advertising Ethnics and Social Responsibility Across Cultures

Case 3.1: KMF Agency

4. Understanding the role of Finance and Budgeting

Case 4.1: The Southern Rice Company

Case 4.2: Vineyard Agency

5. Managing Means Measuring

Case 5.1: Randall White Dog Food

Case 5.2: Tinsdale Agency and Design

6. An Overview of Personnel Management

Case 6.1: IPortal Media Company

7. Adjusting to Being a New Manager

Case 7.1: Metropolitan Media Company

Case 7.2: Gotham Media

8. Managing Creative People

Case 8.1: JPT Agency

9. Managing across Cultures

Case 9.1: The Davis Group

10. Handling Tricky Situations

Case 10.1: The Leaky Oil Company

11. Management and Creative Strategy

Case 11.1: Go Organic Company

12. Making Strategic Decisions in Advertising Management within a Brand perspective

Case 12.1: Boston Insurance Company

13. Aligning Strategy to Cultural Differences in Advertising Management

Case 13.1: Barrands Agency

14. Managing the brand’s digital assets

Case 14.1: AdLeaders

15. Advertising Management when Things go Wrong

Case 15.1: Phoenix Power Company

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.

If you've ever been introduced to a new employee at the office as "the guy who got drunk at the Christmas party and danced with the boss's wife," then you can relate to office screw-ups. But there's good news. You don't have to relocate to Antarctica or dodge the water cooler at the office anymore.

In "You've Screwed Up. Now What?!" advertising expert, Larry D. Kelley, shares his wisdom on the common mistakes that companies and their workers often go through - from signing a document you probably shouldn't have to running a balance sheet into the ground - and explains how anyone can make the best out of a screw up with his or her job and dignity intact. Kelley incorporates the Weasel of Wisdom to show you how to remedy your mistake and keep it from happening again.

Witty and irreverent, "You've Screwed Up. Now What?!" is what you need to get you out of any bad mistake. But best of all, you'll begin to revel in your ability to screw up on your terms!