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Author : Jim Avery
Publisher : Unknown
Page : 222 pages
File Size : 41,7 Mb
Release : 1993
Category : Business & Economics
ISBN : UOM:39015032948674
Author : Larry D. Kelly,Donald W. Jugenheimer,Kim Bartel Sheehan
Publisher : Routledge
Page : 280 pages
File Size : 43,8 Mb
Release : 2015-02-12
Category : Business & Economics
ISBN : 9781317477617
Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.
Author : JIM. AVERY
Publisher : Unknown
Page : 128 pages
File Size : 44,9 Mb
Release : 2024-06-30
Category : Electronic
ISBN : 1138137537
Author : Don E. Schultz,Dennis Martin,William P. Brown
Publisher : Unknown
Page : 550 pages
File Size : 40,7 Mb
Release : 1984
Category : Advertising
ISBN : 0844230898
Author : Don E. Schultz,Beth E. Barnes
Publisher : Contemporary Books
Page : 408 pages
File Size : 55,9 Mb
Release : 1995
Category : Advertising campaigns
ISBN : CORNELL:31924072184777
This revised text provides the fundamentals of formulating and implementing comprehensive and contemporary communications campaigns. Topics include consumer research methods, media planning, and measuring campaign effectiveness. Annotation copyright Book News, Inc. Portland, Or.
Author : Larry D. Kelley,Donald W. Jugenheimer,Kim Bartel Sheehan
Publisher : Routledge
Page : 0 pages
File Size : 44,7 Mb
Release : 2012
Category : Advertising media planning
ISBN : 0765626357
Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.
Author : Larry D. Kelley,Donald W. Jugenheimer
Publisher : M.E. Sharpe
Page : 226 pages
File Size : 46,5 Mb
Release : 2011
Category : Business & Economics
ISBN : 9780765625649
Concise yet comprehensive, this practical, campaign-oriented guide follows the logical progression
Author : Larry D. Kelley,Donald W. Jugenheimer
Publisher : M.E. Sharpe
Page : 202 pages
File Size : 50,5 Mb
Release : 2008
Category : Electronic
ISBN : 9780765628749
Author : Donald Parente
Publisher : Unknown
Page : 0 pages
File Size : 50,6 Mb
Release : 1996
Category : Advertising
ISBN : 0030128986
Written by a team of exceptionally creative advertising professors, this textbook not only illustrates what effective ad campaigns are but it also illustrates how to successfully execute them. The text outlines a comprehensive, detailed, start-to-finish campaign guide.
Author : SHARMA, SANGEETA,SINGH, RAGHUVIR
Publisher : PHI Learning Pvt. Ltd.
Page : 456 pages
File Size : 47,8 Mb
Release : 2021-08-01
Category : Business & Economics
ISBN : 9788195161102
Advertising has today become an indispensable marketing tool of the corporate world. The advent of the Internet, e-commerce, data analytics, and computer-aided designing has revolutionized the advertising world. This book provides an in-depth coverage of the concepts related to advertising, media planning, and nuances of advertising in each media source. Divided into five parts, the text covers advertising basics, advertising research and strategy, creativity and advertising, advertising media, and integrated marketing communications. The book describes how to develop and execute an effective advertising campaign by understanding consumers' mindset and conducting advertising research. It also enables the reader to assess, review and modify an advertising campaign through case studies of several brands. The third edition of the book appropriately incorporates a chapter on 'Digital Marketing', and 'Rural Marketing' along with revamping and reorganising contents of book to enhance the learning process. KEY FEATURES • A large number of ads, current as well as from the past, are used to elucidate the concepts. • The text helps the reader analyze an ad copy and find its relevance to the product. • Case studies on popular brands are provided throughout the text to assist the reader in understanding the key elements of successful brand building. • The book is primarily intended to serve as a text for postgraduate students of management and the students pursuing various courses in advertising. TARGET AUDIENCE • MBA • PG Diploma in Advertising & PR • PG Certificate Programme—Sales & Marketing Communication
Author : Larry Kelley,Donald Jugenheimer
Publisher : Routledge
Page : 279 pages
File Size : 40,8 Mb
Release : 2015-02-11
Category : Business & Economics
ISBN : 9781317507420
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 : Allen E. Smith
Publisher : Kendall Hunt Publishing Company
Page : 536 pages
File Size : 50,6 Mb
Release : 2004
Category : Business & Economics
ISBN : 0757513948
Author : Dave Chaffey,PR Smith
Publisher : Taylor & Francis
Page : 677 pages
File Size : 43,7 Mb
Release : 2022-07-22
Category : Business & Economics
ISBN : 9781000610918
Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.
Author : Larry D. Kelley,Kim Bartel Sheehan,Lisa Dobias,David E. Koranda,Donald W. Jugenheimer
Publisher : Taylor & Francis
Page : 312 pages
File Size : 55,5 Mb
Release : 2022-12-30
Category : Business & Economics
ISBN : 9781000814569
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.
Author : Mac Martin
Publisher : Unknown
Page : 110 pages
File Size : 46,8 Mb
Release : 2008-06
Category : Advertising
ISBN : 1436620562
This scarce antiquarian book is a facsimile reprint of the original. Due to its age, it may contain imperfections such as marks, notations, marginalia and flawed pages. Because we believe this work is culturally important, we have made it available as part of our commitment for protecting, preserving, and promoting the world's literature in affordable, high quality, modern editions that are true to the original work.
