Advertising Media Planning : A Brand Management Approach book cover
4th Edition

Advertising Media Planning
A Brand Management Approach

ISBN 9780765640901
Published April 10, 2015 by Routledge
360 Pages

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Book Description

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.

Table of Contents

Preface. 1. The Changing Role of Media Planning in Brand Support: Media Planning and IMC 2. Establishing a Media Framework 3. Outlining the Components of Communication Plan 4. How Marketing Objectives Affect Communication Planning 5. The Role of Communication in Advertising and Marketing 6. Working with a Situation Analysis 7. Defining the Target Audience 8. Geography’s Role in Planning 9. Seasonality and Timing 10. Competitive Analysis: Implications in Planning 11. Working with Creative: Implications in Planning 12. Working with a Communication Budget 13. Setting Communication Objectives 14. Communication Idea and Briefing 15. Media Communication Strategy and Tactics 16. Learning the Language of Media Panning 17. Learning about Media Costs 18 General Characteristics of Media 19. Evaluating Media Vehicles 20. Video Media 21. Audio Media 22. Print Media 23. Out-of-Home Media 24. Search Engine Marketing 25. Online Display Advertising 26. In-Store Media 27. Social Media 28. Direct Response 29. Alternative Media 30. Gaming 31. Ethnic Media 32. Sales Promotion 33. Owned Media 34. Earned Media 35. Perspectives on International and Global Media Planning 35. Perspectives on International and Global Media Planning 36. Preparing a Communication Plan 37. Media and Campaign Measurement 38. Impact of Media Ownership on Advertising Execution 39. Developing Test Plans 40. Agency Compensation Structures 41. Evaluating an Advertising Media Plan Appendix. The Media Function within the Advertising Business. Index. About the Authors.

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Larry D. Kelley is a Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA. He teaches advertising media planning, advertising account planning, and prinicples of advertising, among other classes. He has authored or co-authored seven books.

Donald W. Jugenheimer is an author, researcher, consultant, and educator. His specialties are communication, advertising and media management, media economics, and advertising media. He has authord or co-authored twenty books.

Kim Bartel Sheehan is Professor of Advertising at the University of Oregon, USA. Her teaching specialties are advertising management, research, and media planning. She has published extensively in academic journals, such as the Journal of Advertising, the Journal of Advertising Research, and the Journal of Public Policy and Marketing.