Ebook Advertising media planning: A brand management approach (Fourth edition): Part 2

Continued part 1, part 2 of ebook "Advertising media planning: A brand management approach" provides readers with contents including: learning about media costs; general characteristics of media; evaluating media vehicles; video media, audio media, print media, out-of-home media; search engine marketing; online display advertising; sales promotion; perspectives on international and global media planning; preparing a communication plan; media and campaign measurement;...

Từ khóa: Advertising media planning, Brand management approach, Brand name products, Evaluating media vehicles, Out-of-home media, Search engine marketing, Online display advertising