4th Edition

Advertising Media Workbook and Sourcebook





ISBN 9780765640949
Published April 14, 2015 by Routledge
370 Pages

USD $73.95

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Book Description

This book provides simple explanations of advertising media sources and calculations along with real-world examples of source material from advertising and media companies.

Each of the book's 45 concise units opens with a brief text segment, presents sample source materials from actual advertising and media companies, and concludes with hands-on exercises. Compact units cover all key topics including communication planning and media strategies. A media math primer, standard media formulae, media planning checklists, and a glossary of media terms are also included.

Designed for practitioners and students, the latest edition includes new exercises with new media formats and digital media and new units devoted to popular social media channels.

Table of Contents

Introduction 

Part I: Marketing and Communication Planning 

1. Working with a Communication Work Plan 

2. Outlining the Components of a Communication Plan 

3. Working with a Communication Planning Worksheet 

4. Working with Competitive Media Information 

5. Working with a Situation Analysis 

6. Working with a Brand Purchase Funnel 

7. Working with Communication Objectives 

8. Working to Define the Target Market 

9. Working with Geographic Marketing Information 

10. Working with Seasonality Marketing Information 

11. Working with a Communication Budget 

Part II: Media Objectives and Strategies 

12. Working to Define Media Objectives 

13. Working with Reach 

14. Working with Combinations of Media 

15. Working with Frequency 

16. Working with Frequency Levels 

17. Working with Emotional versus Rational Appeals 

18. Working with Test Cities and Standards 

19. Working with Quintiles 

20. Working to Define Media Strategies 

21. Effectiveness, Engagement, and Commoditization 

Part III: Media Tactics 

22. Working to Define Media Tactics 

23. Working with Media Cost Comparisons 

24. Working with Estimating 

25. Working with a Media Calendar and Flowcharts 

Part IV: Broadcast Media 

26. Working with Broadcast Media Estimates 

27. Working with Broadcast Media Costs 

28. Working with Broadcast Negotiations 

Part V: Print Media 

29. Working with Print Media Estimates 

30. Working with Print Media Costs 

31. Working with Print Negotiations 

Part VI: Out-of-Home Media 

32. Working with Out-of-Home Media 

33. Working with Out-of-Home Media Costs 

34. Working with Out-of-Home Negotiation 

Part VII: Digital Media 

35. Working with Online Display Media Estimates 

36. Working with Analytics 

37. Working with Online Display Media Costs 

38. Working with Search Engine Marketing 

39. Working with Facebook and Twitter  

40. Working with Online Video Ads 

41. Working with Mobile Media 

Part VIII: Media Tools, Analysis, and Resources 

42. Combining Sources and Data 

43. Manipulating Data 

44. Working with Basic Media Math 

45. Working with Media Websites 

Appendix A. A Primer to Media Math 

Appendix B. Some Commonly Used Advertising Media Formulas 

Appendix C. Advertising Media Glossary 

Appendix D. Steps in the Media Decision Process

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Author(s)

Biography

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.

Support Material

Companion Website

Please visit our companion website for additional support materials.