000			02740nam a22003257a#4500
001			822937
007			tz
008			160924t2015 th ||||| |||| 00| 0 eng d
020			_a9780765640901
049			_aPIMLIB
050			_aHF5826.5 _b.K453
100			_aKelley, Larry D. _948189
245			_aAdvertising media planning: a brand management approach
246			_aAdvertising media planning
250			_aFourth edition
260			_aNew York ; London : _bRoutledge,Taylor & Francis Group, _c2015. _948192
300			_a351 p
449			_aNew Arrivals-Sep.2016
520			_aThe 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
650			_aAdvertising media planning. _948193
650			_aBrand name products. _947039
650			_aMarketing. _929431
690			_a0041 นิเทศศาสตรบัณฑิต วิชาเอกการสื่อสารองค์กรและแบรนด์ CB (ป.ตรี) _9122
700			_aSheehan, Kim _948190
700			_aJugenheimer, Donald W. _948191
942			_cBK
988			_c822937
998			_asiriporn
999			_c822937 _d822937