Basic Advertising

Jugenheimer, Donald W.

Business & Money

South-Western Pub.

Marketing Objectives and StrategiesSpending advertising dollars without a written marketing objective is often a waste of precious cash resources. You should decide how you wish to market your products and services. Include the how, where, when, and why in your marketing goals and objectives. This helps target your focus on how you want your company, products and brand to look. Further, you can then create your preferred strategy to achieve your objective. Take this step before you consider the advertising program that complements your marketing strategy and goa

Advertising Media: Strategy and Tactics

Barban, Arnold M.

Turk, Peter B.

Marketing & Sales

William C Brown Pub

Advertising Media Planning: A Brand Management Approach

The planning and placement of advertising media is a multi-billion dollar business. Media decisions are made every day by agency media personnel and by brand management on the client side. Yet there is no current, up-to-date textbook that addresses how to plan and evaluate a media program. This book offers guidance for those who practice media planning on a daily basis as well as those who must ultimately approve those strategic media decisions. Written in a common-sense style and full of current brand examples, the book is a must-read for all who will be involved in the media decision process that impacts advertising effectiveness. The book's easy-to-read style and logical format makes it ideal for adoption by professors who teach advertising media planning. Students and professionals alike will benefit from the down-to-earth approach and the real-world business examples. The authors are a unique combination: an experienced advertising agency executive with many years of media planning in his background, and an experienced teacher of advertising media planning who knows and understands how students learn and how the information is best presented.

Kelley, Larry D.

Humor & Entertainment

Routledge

This practical workbook on effective media planning provides the most current media data and secondary source material available, and includes coverage of cable TV and the Internet. Each of the book's twenty sections opens with a brief text segment and sample source materials from actual advertising and media companies, followed by numerous hands-on exercises. For course use, instructors can download solutions from the M.E. Sharpe website. The Advertising Media Workbook and Sourcebook also includes a media math primer, standard media formulae, media planning checklists, and a glossary of media terms. The perfect companion to the authors' Advertising Media Planning, this handy workbook can also be used as a supplement to any media planning textbook.

Advertising Media Workbook and Sourcebook

Arts & Photography

History & Criticism

Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. Drawing on their extensive experience in the field, the authors follow the logical progression of the account-planning task from start to finish, including understanding the customer, defining the target market, defining the benefit, brand positioning, the creative brief, and measuring success.

Advertising Account Planning: A Practical Guide

The planning and placement of advertising media is a multi-billion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed 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."Improvements for the Second Edition" include: new chapters on Understanding Media Costs, Media Effects and Trends, and How to Prepare a Media Plan; a new appendix on How the Advertising Business Is Organized; a thoroughly revised chapter on Evaluating an Advertising Media Plan; many new examples, illustrations, explanations, and exhibits; and, closer coordination of the content with the updated accompanying workbook, Advertising Media Workbook and Sourcebook, Second Edition.

The planning and placement of advertising media is a multi-billion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed 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."Improvements for the Second Edition" include: new chapters on Understanding Media Costs, Media Effects and Trends, and How to Prepare a Media Plan; a new appendix on How the Advertising Business Is Organized; a thoroughly revised chapter on Evaluating an Advertising Media Plan; many new examples, illustrations, explanations, and exhibits; and, closer coordination of the content with the updated accompanying workbook, Advertising Media Workbook and Sourcebook, Second Edition.

Advertising Management

This comprehensive book is designed to serve as a primary text for the Advertising Management course that follows the more general Principles of Advertising course. It can stand alone, or, for instructors who prefer a case-based approach, it can be adopted together with "Cases in Advertising Management" (978-0-7656-2261-7) by the same authors. "Advertising Management" covers a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, ethics, and managing change. There is even a unique section on 'managing yourself' and your own career in advertising. The text includes plentiful figures, tables, and sidebars, and each chapter concludes with useful learning objectives, summaries, discussion questions, and additional resources.

Biographies & Memoirs

Arts & Literature

Advertising and Public Relations Research

This comprehensive volume concentrates on the uses and applications of research in advertising and public relations situations. Although the authors cover the design and conduct of research in ample detail, their goal is to provide the information needed by practitioners to commission and apply research to their work problems in advertising and PR.

Hudson, Jerry

Bradley, Samuel D

KleinMonroe, Fogarty

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.

Kelly, Larry D.

Bartel Sheehan, Kim

See the best price to sell, buy, or rent books by Jugenheimer, Donald W.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Jugenheimer, Donald W.

See the best price to sell, buy, or rent books by Jugenheimer, Donald W.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Basic Advertising

Advertising Media: Strategy and Tactics

Advertising Media Planning: A Brand Management Approach

Advertising Media Workbook and Sourcebook

Advertising Account Planning: A Practical Guide

Advertising Media Planning: A Brand Management Approach

Advertising Media Planning: A Brand Management Approach

Advertising Management

Advertising and Public Relations Research

Advertising Media Planning: A Brand Management Approach