Download or read book Advertising Media Planning written by Larry D. Kelley and published by Taylor & Francis. This book was released on 2022-12-30 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Advertising Media Planning written by Larry D. Kelley and published by Routledge. This book was released on 2015-03-27 with total page 362 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Advertising Media Planning written by Larry D. Kelley and published by M.E. Sharpe. This book was released on 2008 with total page 202 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Advertising Media Workbook and Sourcebook written by Larry D. Kelley and published by Routledge. This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This combination workbook and sourcebook combines easy-to-understand explanations of advertising media sources and calculations with real-world examples of source material from advertising and media companies. It is designed for both students and practitioners--anyone who wants to master the process of advertising media planning--and can be used independently, or in conjunction with the authors' Advertising Media Planning, or any other media planning text. For this edition the authors have greatly broadened the book's scope and coverage. New units include: Working with a Communications Planning Worksheet; Working with a Situation Analysis; Working with Broadcast Negotiations; Working with Search Engine Marketing, Working with Social Media, and more. Each concise unit opens with a brief text segment, presents sample source materials from actual advertising and media companies, and concludes with numerous hands-on exercises. Units are compact and easy-to-understand, and they progress in a logical way, from communications planning to media strategies and tactics. The book also includes a media math primer, standard media formulae, media planning checklists, and a glossary of media terms. A password protected instructor's answer key is also available online through M.E. Sharpe.
Download or read book Advertising Media Planning written by Larry D. Kelley and published by . This book was released on 2023 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
