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Advertising Media Planning: A Brand Management Approach 4th … by Larry Kelley
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by Larry Kelley
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:
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