[PDF] Advertising Campaign Planning eBook

Author : David Farbey
Publisher :
Page : 0 pages
File Size : 25,2 MB
Release : 2002
Category : Advertising
ISBN : 9780749436346

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This highly practical text offers step-by-step guidance on making the most of your advertising budget by looking at setting precise objectives, defining the target, planning, selecting the best medium, developing the message etc.

Author : Larry D. Kelley
Publisher : M.E. Sharpe
Page : 226 pages
File Size : 27,25 MB
Release : 2011
Category : Business & Economics
ISBN : 0765625644

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Concise yet comprehensive, this practical, campaign-oriented guide follows the logical progression

Author : Larry Kelley
Publisher : Routledge
Page : 263 pages
File Size : 49,38 MB
Release : 2015-02-11
Category : Business & Economics
ISBN : 1317507436

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Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.

Author : Larry D. Kelley
Publisher : Routledge
Page : 361 pages
File Size : 31,81 MB
Release : 2015-03-27
Category : Business & Economics
ISBN : 131751937X

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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.

Author : John Dawes
Publisher : SAGE
Page : 297 pages
File Size : 39,58 MB
Release : 2021-08-11
Category : Business & Economics
ISBN : 1529766273

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This new book guides you concisely through the marketing planning process from start to finish, drawing on examples from large brands like Ikea and Krispy Kreme to digital start-ups like Starling Bank.

Author : Larry D. Kelley
Publisher : Taylor & Francis
Page : 312 pages
File Size : 50,19 MB
Release : 2022-12-30
Category : Business & Economics
ISBN : 1000814564

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Advertising Media Planning blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of media planning. Taking a unique brand communication approach from an agency perspective, the textbook is organized into four key parts, walking the student through the foundations of brand communication, communication planning, the different media channels available, and the process of preparing, presenting, and evaluating a media plan. This 5th edition has been fully updated to include: • An emphasis throughout on digital and global media planning • New chapters on the role of brand communication, media planning and data analytics, paid media, mobile media, influencer marketing, and B2B media • New mini-case studies and innovation-focused call-out boxes throughout, showcasing media examples from Europe, the United States, and Asia • Discussion questions to foster engagement and understanding A highly regarded new edition, this practical and integrated textbook should be core reading for advanced undergraduate and postgraduate students studying Media Planning, Advertising Management, Integrated Marketing Communication, and Brand Management. Instructor resources include: PowerPoint slides, a test bank, and an instructor manual.