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Advertising Media Planning: A Brand Management Approach
Larry D. Kelley
€ 91.79
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Description for Advertising Media Planning: A Brand Management Approach
Paperback. .
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 ... Read more
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 ... Read more
Product Details
Publisher
Taylor & Francis Ltd
Format
Paperback
Publication date
2015
Condition
New
Number of Pages
352
Place of Publication
London, United Kingdom
ISBN
9780765640901
SKU
V9780765640901
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-2
About Larry D. Kelley
Larry D. Kelley is a Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA. He teaches advertising media planning, advertising account planning, and prinicples of advertising, among other classes. He has authored or co-authored seven books. Donald W. Jugenheimer is an author, researcher, consultant, and educator. His ... Read more
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