Advertising Media Planning: A Brand Management Approach
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.
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