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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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Thông tin chi tiết
Tác giả Larry D Kelley,Kim Bartel Sheehan,Donald W Jugenheimer
Nhà xuất bản Taylor & Francis Inc
Năm phát hành 04-2015
ISBN 9780765640901
Trọng lượng (gr) 385
Kích thước 2.0 x 22.0 x 15.0
Số trang 360
Giá bìa 1,286,000 đ