Advertising Media Planning: A Brand Management Approach

Advertising Media Planning: A Brand Management Approach

Advertising Media Planning: A Brand Management Approach

Advertising Media Planning: A Brand Management Approach

Synopsis

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.

Excerpt

This is the third edition of Advertising Media Planning: A Brand Management Approach, a book that can be used by anyone making advertising and promotional media decisions. Media planning is a crucial part of the advertising process—and ultimately of the brand management process—yet little has been written on how brand management can impact the media process. Our goal with the first two editions was to fill the void in the market and, additionally, with the second edition, to show the media planning process from the viewpoints of both the media planner and the brand manager. All of the stakeholders of a media plan have input and control over various aspects of its outcome.

This, the third edition, expands on these important concepts while continuing to focus on media planning as a consumer engagement process. We have provided new, detailed chapters on media planning for traditional broadcast, print, and outdoor advertising. Today’s media planners and brand managers are involved in decision making beyond the traditional media realm, and so we have included information on digital and social media, in-store media, and direct response. You will also find chapters on ethnic media and alternative media (coffee sleeve advertising, anyone?). We believe that media planners and brand managers must think of media’s place in the advertising process more holistically, and so we have included chapters on sponsorships, promotions, and publicity.

Because many who read this book might never work in a media department but still want to understand how the agency and media businesses work, we have included new information on the advertising agency business, including chapters on effects of media ownership, agency organization, and agency compensation.

Like our previous books, this edition of Advertising Media Planning ties into the new, third edition of Advertising Media Workbook and Sourcebook, also published by M.E. Sharpe. For students and instructors of media planning courses, the workbook offers a detailed perspective of each facet of . . .

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