Advertising Media Planning: A Brand Management Approach
by Larry D. Kelly, Donald W. Jugenheimer, Kim Bartel Sheehan
Category: Business & Economics

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.