Advertising Media Planning: A Brand Management Approach

3rd Edition

Larry D. Kelly, Donald W. Jugenheimer, Kim Bartel Sheehan

Routledge
Published December 15, 2011
Reference - 304 Pages
ISBN 9780765626363 - CAT# Y181269

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Summary

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.

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