Advertising Media Workbook and Sourcebook

ISBN-10: 0765626381
ISBN-13: 9780765626387
Edition: 3rd 2012 (Revised)
List price: $59.95
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Description: This combination workbook and sourcebook combines easy-to-understand explanations of advertising media sources and calculations with real-world examples of source material from advertising and media companies. It is designed for both students and  More...

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Book details

List price: $59.95
Edition: 3rd
Copyright year: 2012
Publisher: Routledge
Publication date: 10/15/2011
Binding: Paperback
Pages: 352
Size: 8.00" wide x 10.50" long x 0.75" tall
Weight: 1.848
Language: English

This combination workbook and sourcebook combines easy-to-understand explanations of advertising media sources and calculations with real-world examples of source material from advertising and media companies. It is designed for both students and practitioners--anyone who wants to master the process of advertising media planning--and can be used independently, or in conjunction with the authors' Advertising Media Planning, or any other media planning text.For this edition the authors have greatly broadened the book's scope and coverage. New units include: Working with a Communications Planning Worksheet; Working with a Situation Analysis; Working with Broadcast Negotiations; Working with Search Engine Marketing, Working with Social Media, and more.Each concise unit opens with a brief text segment, presents sample source materials from actual advertising and media companies, and concludes with numerous hands-on exercises. Units are compact and easy-to-understand, and they progress in a logical way, from communications planning to media strategies and tactics. The book also includes a media math primer, standard media formulae, media planning checklists, and a glossary of media terms. A password protected instructor's answer key is available online through M.E. Sharpe.

Kim Bartel Sheehan is a Professor and Director of the Masterrsquo;s Program in Strategic Communication at the School of Communication and Journalism at the University of Oregon. She held leadership positions at agencies in Boston, Chicago and St. Louis, and has consulted with numerous companies. Dr. Sheehan teaches the Principles of Advertising course, as well as courses in advertising and brand planning, media, and research methodology. She also works with Portland students in the Strategic Communication program. Her research involves culture and new technology, and she has published extensively about online privacy, advertising ethics, and Direct-to-Consumer prescription drug advertising. She currently serves as Associate Editor of the Journal of Advertising, the leading advertising research journal And has published three books. Sheehan won the School of Journalism and Communicationrsquo;s Marshall Award for Innovative Teaching in 2001 and 2010. She has been an Oregon Community Credit Union Fellow, a Page Legacy Scholar, and the Dave and Nancy Petrone Faculty Fellow.

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