02740nam a22003257a#4500 822937 tz 160924t2015 th ||||| |||| 00| 0 eng d 9780765640901 PIMLIB HF5826.5 .K453 Kelley, Larry D. 48189 Advertising media planning: a brand management approach Advertising media planning Fourth edition New York ; London : Routledge,Taylor & Francis Group, 2015. 48192 351 p New Arrivals-Sep.2016 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 Advertising media planning. 48193 Brand name products. 47039 Marketing. 29431 0041 นิเทศศาสตรบัณฑิต วิชาเอกการสื่อสารองค์กรและแบรนด์ CB (ป.ตรี) 122 Sheehan, Kim 48190 Jugenheimer, Donald W. 48191 BK 822937 siriporn 822937 822937 0 0 lcc 0 0 BKE PIMLIB PIMLIB GEN-EN 2016-09-24 ลีดเดอร์แอนด์รีดเดอร์ 2240.00 0130000040718 10 1 1 HF5826.5 .K453 2015 32550000238527 2023-05-09 2240.00 2023-05-09 BK