Advertising Media Planning: A Brand Management Approach

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:

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• 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.