International dictionary of public management and governance

Abstract

The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Full of current brand examples, the book is a must-read for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach and real-world business examples. Key changes in the Fourth Edition include:* A better grounding in the role of media in an advertising and marketing plan today, with a new first chapter on the changing role of media planning in agencies today * Increased coverage of communication planning * Added focus on the importance of media strategy early on in the book through a new chapter * A new chapter on evaluating media vehicles, filled with up-to-date examples * Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular * A new chapter on search engine marketing and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media * A new chapter on gaming, and many new examples of the latest digital media, with an emphasis on social media, and a new framework for analyzing current and future social media * A new chapter on international advertising * A new chapter on campaign evaluation. An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.

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