Advertising Media Workbook and Sourcebook (4^th Ed.)

This book provides simple explanations of advertising media sources and calculations along with real-world examples of source material from advertising and media companies.

Each of the book's 45 concise units opens with a brief text segment, presents sample source materials from actual advertising and media companies, and concludes with hands-on exercises. Compact units cover all key topics including communication planning and media strategies. A media math primer, standard media formulae, media planning checklists, and a glossary of media terms are also included.

Designed for practitioners and students, the latest edition includes new exercises with new media formats and digital media and new units devoted to popular social media channels.

Introduction

Part I: Marketing and Communication Planning

1. Working with a Communication Work Plan

2. Outlining the Components of a Communication Plan

3. Working with a Communication Planning Worksheet

4. Working with Competitive Media Information

5. Working with a Situation Analysis

6. Working with a Brand Purchase Funnel

7. Working with Communication Objectives

8. Working to Define the Target Market

9. Working with Geographic Marketing Information

10. Working with Seasonality Marketing Information

11. Working with a Communication Budget

Part II: Media Objectives and Strategies

12. Working to Define Media Objectives

13. Working with Reach

14. Working with Combinations of Media

15. Working with Frequency

16. Working with Frequency Levels

17. Working with Emotional versus Rational Appeals

18. Working with Test Cities and Standards

19. Working with Quintiles

20. Working to Define Media Strategies

21. Effectiveness, Engagement, and Commoditization

Part III: Media Tactics

22. Working to Define Media Tactics

23. Working with Media Cost Comparisons

24. Working with Estimating

25. Working with a Media Calendar and Flowcharts

Part IV: Broadcast Media

26. Working with Broadcast Media Estimates

27. Working with Broadcast Media Costs

28. Working with Broadcast Negotiations

Part V: Print Media

29. Working with Print Media Estimates

30. Working with Print Media Costs

31. Working with Print Negotiations

Part VI: Out-of-Home Media

32. Working with Out-of-Home Media

33. Working with Out-of-Home Media Costs

34. Working with Out-of-Home Negotiation

Part VII: Digital Media

35. Working with Online Display Media Estimates

36. Working with Analytics

37. Working with Online Display Media Costs

38. Working with Search Engine Marketing

39. Working with Facebook and Twitter

40. Working with Online Video Ads

41. Working with Mobile Media

Part VIII: Media Tools, Analysis, and Resources

42. Combining Sources and Data

43. Manipulating Data

44. Working with Basic Media Math

45. Working with Media Websites

Appendix A. A Primer to Media Math

Appendix B. Some Commonly Used Advertising Media Formulas

Appendix C. Advertising Media Glossary

Appendix D. Steps in the Media Decision Process

Larry D. Kelley is a Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA. He teaches advertising media planning, advertising account planning, and prinicples of advertising, among other classes. He has authored or co-authored seven books.

Donald W. Jugenheimer is an author, researcher, consultant, and educator. His specialties are communication, advertising and media management, media economics, and advertising media. He has authord or co-authored twenty books.

Kim Bartel Sheehan is Professor of Advertising at the University of Oregon, USA. Her teaching specialties are advertising management, research, and media planning. She has published extensively in academic journals, such as the Journal of Advertising, the Journal of Advertising Research, and the Journal of Public Policy and Marketing.