Advertising Media Planning

Author: Ji Huaqiang
Publisher:
Publish Date: 2003-10-01
Features: Scholarly·Advertising Series. This book revolves around the central aspect of media strategy and media planning, systematically introducing and deeply exploring the development process, functions, and sociocultural effects of media; the communication characteristics of different types of media such as print, broadcast, outdoor, point-of-sale, transportation, direct, online, mobile, events, and sports; as well as the value, objectives, strategies, creativity, allocation, budgeting, plan drafting, buying, execution, and effectiveness evaluation of media. This book is suitable as a textbook for media planning in advertising, public relations, marketing, and other disciplines at various universities, as well as a teaching reference for media research courses for graduate students in the aforementioned fields. It is also suitable as a self-study and training textbook and reference reading material for professionals in journalism, advertising, public relations, marketing, and communication consulting planning.