Advertising Media Workbook and Sourcebook PDF ePub eBook

Books Info:

Advertising Media Workbook and Sourcebook free pdf This combination of workbook and sourcebook presents both easy-to-understand explanations of advertising media sources and calculations along with real-world examples of source material from advertising and media companies. It is designed for both practitioners and students - anyone who wants to master the process of advertising media planning. 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 plenty of hands-on exercises. Units are compact and easy-to-understand, and they progress in a logical way, from communication planning to media strategies and tactics. The book also includes several valuable appendices: a media math primer, standard media formulae, media planning checklists, and a glossary of media terms. In response to popular demand, the authors have broadened the scope of the book and added more current topics. Changes include: * Many new exercises with new media formats and digital media * A new introduction of the concept of a purchase funnel as a media planning tool * New units devoted to popular social media channels (Facebook, Twitter, YouTube) * Tables and exercises updated with more recent data Online instructor's materials, including workbook answers, are also available to adopters via the Routledge website.

About Larry D. Kelley

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.

Details Book

Author : Larry D. Kelley
Publisher : M.E. Sharpe
Data Published : 20 April 2015
ISBN : 0765640945
EAN : 9780765640949
Format Book : PDF, Epub, DOCx, TXT
Number of Pages : 380 pages
Age + : 15 years
Language : English
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