Advertising Media Planning: A Brand Management Approach

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

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: An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.

360 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.