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Publisher | Taylor and Francis |
Author(s) | Larry Kelley / Kim Sheehan / Donald W. Jugenheimer |
Subtitle | A Brand Management Approach |
Edition | 4 |
Published | 10th April 2015 |
Related course codes |
A Brand Management Approach
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:
An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.