Advertising Media Planning: A Brand Management Approach

by Larry D. Kelley, Donald W. Jugenheimer

Written by a practitioner and an academic, this text describes the proper role of media planning in advertising campaigns. They describe the types of media, look at the definition of target audiences, and examine the role of geography. Seasonality and timing are explored. The construction and evaluation of the media plan is described. Annotation ©2003 Book News, Inc., Portland, OR

200 pages, Hardcover

First published January 1, 1980