Advertising Media Planning

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

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Marketing and Advertising Strategies Digital Marketing and Social Media Advertising and Communication Studies

Abstract

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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2018Impact of Information Technology on Information Search Channel Selection for Consumers 2009Optimal Internet Media Selection 2011Understanding consumer-created media synergy 2011Determinants of Advertising Effectiveness: The Development of an International Advertising Elasticity Database and a Meta-Analysis 2011Spatiotemporal Allocation of Advertising Budgets 1986Church Advertising: Views of the Clergy and General Public 1994Effective Reach and Frequency: Does It Really Make Sense?2006Media synergy: The next frontier in a multimedia marketplace

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