Advertising Media Planning: A Brand Management Approach
- Publish Date: 2011-10-15
- Binding: Hardcover
- Author: Larry D. Kelly;Donald W. Jugenheimer;Kim Bartel Sheehan
Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.