Advertising Media Planning: A Brand Management Approach

Editor/Author Kelly, Larry
Publication Year: 2012
Publisher: Routledge

Single-User Purchase Price: $210.00
Unlimited-User Purchase Price: $315.00
ISBN: 978-0-7656-2636-3
Category: Business, Finance & Economics - Marketing
Image Count: 13
Book Status: Available
Table of Contents

This acclaimed and widely adopted text offers practical guidance for those involved in the critical task of media planning on a daily basis, as well as those who must ultimately approve strategic media decisions.

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Table of Contents

  • Preface
  • 1. The Role of Communication in Advertising and Marketing: Why Media Are Important
  • 2. Outlining the Components of a Communication Plan
  • 3. How Marketing Objectives Impact Communication Planning
  • 4. Working with a Situation Analysis
  • 5. Defining the Target Audience
  • 6. Geography’s Role in Planning
  • 7. Seasonality and Timing
  • 8. Competitive Analysis: Implications in Planning
  • 9. Creative Strategy: Implications in Planning
  • 10. Working with a Communication Budget
  • 11. Setting Communications Objectives
  • 12. Establishing Media Objectives and Tactics
  • 13. Learning the Language of Media Planning
  • 14. Learning about Media Costs
  • 15. General Characteristics of Media
  • 16. Broadcast Media
  • 17. Print Media
  • 18. Out-of-Home Media
  • 19. Digital Media
  • 20. Social Media
  • 21. In-Store Media
  • 22. Direct Response
  • 23. Alternative Media
  • 24. Ethnic Media
  • 25. Sponsorships
  • 26. Sales Promotion
  • 27. Publicity
  • 28. Preparing an Advertising Media Plan
  • 29. Evaluating an Advertising Media Plan
  • 30. Impact of Media Ownership on Advertising Execution
  • 31. Developing Test Plans
  • 32. Agency Compensation Structures
  • Appendix. How the Advertising Business Is Organized
  • About the Authors