Advertising Media Workbook and Sourcebook, 4E [StormRG] torrent

TITLE/EDITION Advertising Media Workbook and Sourcebook
By: Larry Kelley (Author), Kim Sheehan (Author), Donald W. Jugenheimer (Author)
Paperback: 380 pages
Publisher: Routledge; 4 edition (April 14, 2015)
Language: English
ISBN-10: 0765640945
ISBN-13: 978-0765640949
NOTE: This is the standalone ebook and may not include access codes that come packaged with the bound book




This combination of workbook and sourcebook presents both easy-to-understand explanations of advertising media sources and calculations along 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
A 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