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Matériel obligatoire et recommandé
Advertising Media Workbook and Sourcebook : 4e édition
Donald W. Jugenheimer / Larry D. Kelley / Kim Bartel Sheehan
Éditeur : ROUTLEDGE
ISBN papier: 9780765640949
Parution : 2015
Code produit : 1302856
Catégorisation :
Livres /
Gestion /
Marketing /
Publicité et promotion
Formats disponibles
| Format | Qté. disp. | Prix* | Commander |
|---|---|---|---|
| Livre papier | En rupture de stock** |
Prix membre : 76,90 $ Prix non-membre : 80,95 $ |
*Les prix sont en dollars canadien. Taxes et frais de livraison en sus.
**Ce produits est en rupture de stock mais sera expédié dès qu'ils sera disponible.
Description
This combination of workbook and sourcebook combines easy-to-understand explanations of advertising media sources and calculations with real-world examples of 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 of the book's 45 concise units opens with a brief text segment, presents sample source materials from actual advertising and media companies, and concludes with plenty of hands-on exercises. Units are compact and easy-to-understand, and they progress in a logical way, from communication planning to media strategies and tactics. The book also includes several valuable appendices: a media math primer, standard media formulae, media planning checklists, and a glossary of media terms. In response to popular demand, the authors have broadened the scope of the book and added more current topics. Changes include: Many new exercises with new media formats and digital media New introduction of the concept of a purchase funnel as a media planning tool New units devoted to popular social media channels (Facebook, Twitter, YouTube) Tables and exercises updated with more recent data Online instructor's materials are also available to adopters.