Advertising Media Planning: A Brand Management Approach
by Kim Sheehan, Larry D. Kelley
Advertising Media Planning: A Brand Management Approach explores the relationship between media planning and brand management. Written by Kim Sheehan and Larry D. Kelley, this focused resource is intended for readers studying or working in advertising, marketing, and related business fields.
About This Book
Advertising Media Planning: A Brand Management Approach examines advertising media planning in relation to brand management.
The book provides a focused resource for readers studying advertising, marketing, and brand-related decision-making.
Its subject connects media planning with the broader work of building and managing brands.
Written by Kim Sheehan and Larry D. Kelley, it is suited to students and professionals seeking an introduction to this area of marketing.
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