Title:
Advertising media planning : a brand management approach
Author:
Kelley, Larry D., 1955-
ISBN:
9780765640895
9780765640901
9781315720579
Personal Author:
Edition:
Fourth edition.
Physical Description:
viii, 351 pages: illustrations
General Note:
Includes index.
Contents:
The Changing Role of Media Planning in Brand Support : Media Planning and IMC -- Establishing a Media Framework -- Outlining the Components of a Communication Plan -- How Marketing Objectives Affect Communication Planning -- The Role of Communication in Advertising and Marketing -- Working with a Situation Analysis -- Defining the Target Audience -- Geography's Role in Planning -- Seasonality and Timing -- Competitive Analysis : Implications in Planning -- Working with Creative : Implications in Planning -- Working with a Communication Budget -- Setting Communication Objectives -- Communication Idea and Briefing -- Media Communication Strategy and Tactics -- Learning the Language of Media Planning -- Learning about Media Costs -- General Characteristics of Media -- Evaluating Media Vehicles -- Video Media -- Audio Media -- Print Media -- Out-of-Home Media -- Search Engine Marketing -- Online Display Advertising -- In-Store Media -- Social Media -- Direct Response -- Alternative Media -- Gaming -- Ethnic Media -- Sales Promotion -- Owned Media -- Earned Media -- Perspectives on International and Global Media Planning -- Preparing a Communication Plan -- Media and Campaign Measurement -- Impact of Media Ownership on Advertising Execution -- Developing Test Plans -- Agency Compensation Structures -- Evaluating an Advertising Media Plan -- Appendix. The Media Function within the Advertising Business.
Abstract:
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: International advertising Campaign evaluation 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 An online instructor's manual with PowerPoint slides and sample test questions is available to adopters
Copies: