Kelley Larry D., Jugenheimer Donald W.:
Advertising Media Planning
A Brand Management Approach
M.E. Sharpe (United States), 2008
Paperback, 208 pages
Size: 214x193 mm
ISBN: 9780765620330
ISBN-10: 0765620332
Advertising Media Planning
The planning and placement of advertising media is a multi-billion dollar business that critically impacts advertising effectiveness. This edition offers practical guidance for those who practice media planning on a daily basis. It also includes chapters on Understanding Media Costs, Media Effects and Trends, and How to Prepare a Media Plan.

