Advertising Media Planning: A Brand Management Approach by Larry D. Kelly

by Larry D. Kelley

Written by a practitioner and an academic, this text describes the proper role of media planning in advertising campaigns. They describe the types of media, look at the definition of target audiences, and examine the role of geography. Seasonality and timing are explored. The construction and evaluation of the media plan is described. Annotation 2003 Book News, Inc., Portland, OR

Paperback

First published January 1, 1980

Reviews

[Sonam Puri · Rating 5 out of 5]

Before you read Arpita Menon's Media Planning and buying... this book is a must. Concepts are explained so well with examples that it becomes easy to understand in one reading.