by Larry D. Kelley, Donald W. Jugenheimer
|
| List Price: | $39.95 |
| Amazon Price: | $30.33 & eligible for FREE Super Saver Shipping on orders over $25. |
| You Save: | $9.62 (24%) |
| Average Rating: |  |
| Lowest New Price: | $30.33 |
| Availablitiy: | Usually ships in 24 hours |
|
 |
|
Product Description
The new edition of this practical tool combines easy-to-understand explanations of advertising media sources and calculations with real-world examples of actual 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 unit is compact and easy-to-understand, and the units progress in a logical way from basic math through the advertising media process to more complex interrelationships of sources and problems. Numerous hands-on exercises are included in each unit, and for course use instructors can download solutions from the M.E. Sharpe website. The book also includes a media math primer, standard media formulae, media planning checklists, and a glossary of media terms.For this new edition the authors have more closely coordinated the content with that of their accompanying textbook, "Advertising Media Planning: A Brand Management Approach, Second Edition." It includes completely new units on Media Websites, Estimating, Emotional vs. Rational Appeals, Media Buying, Calendars and Flow Charts, and Test Cities and Standards, as well as all-new Media Planning Worksheets and Media Planning Outlines.
Customers who bought this item also bought
Average Customer Review:
0 of 0 people found the following review helpful:
 book is just "ok", 2008-05-03
I have been working in the media planning arena for several years. This book has opened my eyes to a few technical items that I was not aware of, but it is not a huge wealth of knowledge. Some of the information in the book, our class has found to be inaccurate, but above all it has been a good reference to aid our class discussions. I would only recommend this book as a refresher, not as a tool to learn media from the beginning.
1 of 3 people found the following review helpful:
 Advertising Media Workbook and Sourcebook, 2006-11-06
I love this workbook. We use it all the time in class and the definitions and formulas are helpful. Rest assured I will not be selling this book back!
Price is accurate as of the date/time indicated. Prices and product availability are subject to change. Any price displayed on the Amazon website at the time of purchase will govern the sale of this product.
|
Store Categories
|