Advertising Media Planning: A Brand Management Approach

by Larry D. Kelly, Donald W. Jugenheimer, Kim Bartel Sheehan

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.

304 pages, Paperback

First published January 1, 1980

Reviews

[Sonam Puri · Rating 5 out of 5]

Before you read Arpita Menon's Media Planning and buying... this book is a must. Concepts are explained so well with examples that it becomes easy to understand in one reading.