MARC Record from marc_columbia

LEADER: 05330cam a2200589Ii 4500
001 15105157
005 20210607111055.0
006 m o d
007 cr cnu|||unuuu
008 150330s2015 nyua o 001 0 eng d
035 $a(OCoLC)ocn905854019
035 $a(NNC)15105157
040 $aN$T$beng$erda$epn$cN$T$dN$T$dDEBSZ$dQGK$dOCLCF$dIAI$dE7B$dYDX$dMNI$dAU@$dUKAHL$dVLB
019 $a908061564
020 $a9781317519379$qelectronic bk.
020 $a131751937X$qelectronic bk.
020 $z9780765640895
020 $z9780765640901$qpaperback
020 $a9781315720579
020 $a1315720574
035 $a(OCoLC)905854019$z(OCoLC)908061564
050 4 $aHF5826.5
072 7 $aBUS$x002000$2bisacsh
082 04 $a659.1/11$222
049 $aZCUA
100 1 $aKelley, Larry D.,$d1955-
245 10 $aAdvertising media planning :$ba brand management approach /$cLarry D. Kelley, Donald W. Jugenheimer, and Kim Bartel Sheehan.
250 $aFourth edition.
264 1 $aNew York :$bRoutledge,$c2015.
300 $a1 online resource (viii, 351 pages) :$billustrations
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
500 $aIncludes index.
505 0 $aThe Changing Role of Media Planning in Brand Support : Media Planning and IMC -- Establishing a Media Framework -- Outlining the Components of a Communication Plan -- How Marketing Objectives Affect Communication Planning -- The Role of Communication in Advertising and Marketing -- Working with a Situation Analysis -- Defining the Target Audience -- Geography's Role in Planning -- Seasonality and Timing -- Competitive Analysis : Implications in Planning -- Working with Creative : Implications in Planning -- Working with a Communication Budget -- Setting Communication Objectives -- Communication Idea and Briefing -- Media Communication Strategy and Tactics -- Learning the Language of Media Planning -- Learning about Media Costs -- General Characteristics of Media -- Evaluating Media Vehicles -- Video Media -- Audio Media -- Print Media -- Out-of-Home Media -- Search Engine Marketing -- Online Display Advertising -- In-Store Media -- Social Media -- Direct Response -- Alternative Media -- Gaming -- Ethnic Media -- Sales Promotion -- Owned Media -- Earned Media -- Perspectives on International and Global Media Planning -- Preparing a Communication Plan -- Media and Campaign Measurement -- Impact of Media Ownership on Advertising Execution -- Developing Test Plans -- Agency Compensation Structures -- Evaluating an Advertising Media Plan -- Appendix. The Media Function within the Advertising Business.
520 $aThe 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
588 0 $aVendor-supplied metadata.
504 $aIncludes bibliographical references and index.
650 0 $aAdvertising media planning.
650 0 $aBrand name products.
650 0 $aMarketing.
650 7 $aBUSINESS & ECONOMICS / Advertising & Promotion$2bisacsh
650 7 $aAdvertising media planning.$2fast$0(OCoLC)fst00797876
650 7 $aBrand name products.$2fast$0(OCoLC)fst00837883
650 7 $aMarketing.$2fast$0(OCoLC)fst01010167
655 0 $aElectronic books.
655 4 $aElectronic books.
700 1 $aJugenheimer, Donald W.
700 1 $aSheehan, Kim.
776 08 $iPrint version:$aKelley, Larry D., 1955-$tAdvertising media planning : a brand management approach.$bFourth edition.$dNew York, New York ; London, [England] : Routledge, ©2015$hviii, 351 pages$z9780765640895
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio15105157$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS