Advertising Media Planning: A Brand Management Approach
- ISBN-10
- 0765626357
- ISBN-13
- 9780765626356
- Series
- Advertising Media Planning
- Category
- Advertising media planning
- Language
- English
- Published
- 2012
- Publisher
- Routledge
- Authors
- Donald W. Jugenheimer, Larry D. Kelley, Kim Bartel Sheehan
Description
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.
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