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With a bigger than ever boom today in advertising - whether in print (newspapers, magazines) or audio-visual (radio, television), planning and placement of advertising has become a big business. This media planning book offers guidance for those who practice media planning, as well as for those who approve those strategic media decisions. As the subtitle suggests, the focus of the book is on the brand management approach in planning and deciding on the advertising media.
What this text tries to do is to help the decision maker to make those crucial decisions that ultimately affect the brand value. The book not only offers a foundation in media planning basics, but also enumerates and explains the steps that impact media programmes.
This is a must-read book on Advertising Media Planning, with a straightforward and hands-on approach, written by two eminently qualified persons on the subject. Their experience and expertise, and their insights and perspectives illuminate this exceedingly well-written text.
This book, which treats a subject of current importance and has many up-to-date real-world examples, will immensely benefit students of advertising and marketing communication, brand managers, advertising managers, media planners and other professionals in the field.ISBN : 9788120325296
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Pages : 152
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