Part 1 of ebook Advertising media planning: A brand management approach provides readers with contents including: the changing role of media planning in brand support media planning and IMC; establishing a media framework; outlining the components of a communication plan; how marketing objectives affect communication planning; the role of communication in advertising and marketing; working with a situation analysis;... Đề tài Hoàn thiện công tác quản trị nhân sự tại Công ty TNHH Mộc Khải Tuyên được nghiên cứu nhằm giúp công ty TNHH Mộc Khải Tuyên làm rõ được thực trạng công tác quản trị nhân sự trong công ty như thế nào từ đó đề ra các giải pháp giúp công ty hoàn thiện công tác quản trị nhân sự tốt hơn trong thời gian tới.
87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p re nc pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws ww m 0b ps p8 1s 4e 6o wm ac on 6j bc 11 wd x1 4u 2ư r4 5k m 9a k 5g jem qs wy l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b ky n5 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k yy l2 qs s1 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax 6g lu 6e 1m 2l z2 xd 1o lln 4jk d jct 72 72 el v6 et ff 32 qi m b1 c pu pn w iee et e6 ye wx uw bu zf su 3b s9 u clư fj pp qk 3v 9g 4ư qa 1m 8h k7 pu k t4 ưv m id dx a8 kr p9 n4 pr ưl 5y yo he ưv ju r7 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h 5n c2 hm ưi 1ii 51 k 4m icu 9i wh fh eb m uf 37 c xk bh ưu p j11 u5 f0 pm jm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv xw 6m ql hz eh 4m 85 4f i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q vit 7v f8 49 br ag vy 3v ds m x 2m nn ưt bx 87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p re nc pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws ww m 0b Advertising Media Planning ps p8 1s 4e 6o wm ac on 6j bc 11 wd x1 4u 2ư r4 5k m 9a k 5g jem qs wy l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b ky n5 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 FOURTH EDITION o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k yy l2 qs s1 7o bn sx 5h hx gư t2 rk dr jp The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis, as well as those who must ultimately approve strategic media decisions Full of current brand examples, the book is a “must-read” for all who will be involved in the media decision process on both the agency and client side Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach, and real-world business examples Several new chapters have been added to the fourth edition, including: wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax 6g lu 6e 1m 2l z2 xd 1o lln • International advertising • Campaign evaluation • The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today • Evaluating media vehicles, filled with up-to-date examples • Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media • Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media • Increased coverage of communication planning 4jk d jct 72 72 el v6 et ff 32 qi m b1 c pu pn w iee et e6 ye wx uw bu zf su 3b s9 u clư fj pp qk 3v 9g 4ư qa 1m 8h k7 pu k t4 ưv m id dx a8 kr p9 n4 pr ưl 5y yo he ưv ju r7 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h 5n c2 hm ưi 1ii 51 k 4m icu 9i wh fh eb m uf 37 c xk bh ưu p j11 u5 f0 pm jm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv xw 6m ql hz eh 4m 85 4f i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q vit 7v f8 49 br ag vy 3v ds m x 2m nn ưt bx 87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 • Added focus on the importance of media strategy early on in the book • Separate chapters for video and audio media (instead of lumping them together in broadcast) This creates a more in-depth discussion of radio in particular vd 1p re nc pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws An online instructor’s manual with PowerPoint slides and sample test questions is available to adopters ww m 0b ps p8 1s 4e 6o wm ac on 6j bc 11 wd x1 4u 2ư r4 5k m 9a k 5g jem qs wy l1 kq j8t 7m 88 4g d1 Larry D Kelley is 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 principles of advertising, among other classes He has authored or co-authored seven books i4 v3 xr n2 rl 7e 8g aư j1z pf 5b ky n5 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k yy l2 s1 qs 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 authored or co-authored twenty books 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 8m vu 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 k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax 6g lu 6e 1m 2l z2 xd 1o lln 4jk d jct 72 72 el v6 et ff 32 qi m b1 c pu pn w iee et e6 ye wx uw bu zf su 3b s9 u clư fj pp qk 3v 9g 4ư qa 1m 8h k7 pu k t4 ưv m id dx a8 kr p9 n4 pr ưl 5y yo he ưv ju r7 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h 5n c2 hm ưi 1ii 51 k 4m icu 9i wh fh eb m uf 37 c xk bh ưu p j11 u5 f0 pm jm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv xw 6m ql hz eh 4m 85 4f i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q vit 7v f8 49 br ag vy 3v ds m x 2m nn ưt bx 87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p re nc pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws ww m 0b ps p8 1s 4e 6o wm ac on 6j bc 11 wd x1 4u 2ư r4 5k m 9a k 5g jem qs wy l1 kq j8t 7m 88 4g d1 i4 v3 Advertising Media Planning xr n2 rl 7e 8g aư j1z pf 5b ky n5 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq A Brand Management Approach bb g4 o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k yy l2 qs s1 FOURTH EDITION 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax 6g lu 6e 1m 2l z2 xd 1o lln 4jk d jct 72 72 el v6 et ff 32 qi m b1 c pu pn w iee et e6 ye wx Larry D Kelley, Donald W Jugenheimer, and Kim Bartel Sheehan uw bu zf su 3b s9 u clư fj pp qk 3v 9g 4ư qa 1m 8h k7 pu k t4 ưv m id dx a8 kr p9 n4 pr ưl 5y yo he ưv ju r7 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h 5n c2 hm ưi 1ii 51 k 4m icu 9i wh fh eb m uf 37 c xk bh ưu p j11 u5 f0 pm jm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv xw 6m ql hz eh 4m 85 4f i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q vit 7v f8 49 br ag vy 3v ds m x 2m nn ưt bx 87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx Fourth edition published 2015 by Routledge 711 Third Avenue, New York, NY 10017 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 and by Routledge Park Square, Milton Park, Abingdon, Oxon, OX14 4RN vd 1p re nc pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 x v0 kl9 gd Routledge is an imprint of the Taylor & Francis Group, an informa business r9 7p ws ww m 0b ps p8 1s 4e 6o wm ac on 6j bc 11 wd x1 4u m 2ư r4 5k © 2015 Taylor & Francis 9a k 5g jem qs wy l1 kq j8t 88 7m The right of the authors to be identified as authors of this work has been asserted by them in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b ky n5 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 All rights reserved No part of this book may be reprinted or reproduced or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k yy l2 qs s1 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 63 f2 Third edition published by M.E.Sharpe 2012 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u Library of Congress Cataloging-in-Publication Data ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 Kelley, Larry D., 1955– Advertising media planning : a brand management approach / by Larry D Kelley, Kim Bartel Sheehan, and Donald W Jugenheimer.—Fourth edition pages cm Includes bibliographical references and index Advertising media planning Brand name products Marketing I Sheehan, Kim II Jugenheimer, Donald W III Title HF5826.5.K45 2015 659.1′11—dc23 2014026943 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax 6g lu 6e 1m 2l z2 xd 1o lln 4jk d jct 72 72 el v6 et ff 32 qi m b1 c pu pn w iee et e6 ye wx uw bu zf su 3b s9 u clư fj pp qk 3v 9g 4ư qa 1m 8h k7 pu k t4 ưv m id dx a8 kr p9 n4 pr ưl 5y yo he ưv ju r7 8d ql 5s x b7 j rty fsv ISBN: 978-0-7656-4089-5 (hbk) ISBN: 978-0-7656-4090-1 (pbk) ISBN: 978-1-3157-2057-9 (ebk) cp bi o9 6x up eo nz 8c g9 9h 5n c2 hm ưi 1ii 51 k 4m icu 9i wh fh eb m uf 37 c xk bh ưu Typeset in Times New Roman by Apex CoVantage, LLC p j11 u5 f0 pm jm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv xw 6m ql hz eh 4m 85 4f i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q vit 7v f8 49 br ag vy 3v ds m x 2m nn ưt bx 87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p re nc pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws ww m 0b ps p8 1s 4e 6o wm ac on 6j bc 11 wd x1 4u r4 5k m 2ư Contents 9a k 5g jem qs wy l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b ky n5 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj vii 4k be nx dl v1 27 q9 kf 3a r8 fr xư Preface r6 sh nv 77 gn wl va 0k yy l2 qs s1 bn 7o The Changing Role of Media Planning in Brand Support: Media Planning and IMC Establishing a Media Framework Outlining the Components of a Communication Plan How Marketing Objectives Affect Communication Planning The Role of Communication in Advertising and Marketing Working with a Situation Analysis Defining the Target Audience Geography’s Role in Planning Seasonality and Timing 10 Competitive Analysis: Implications in Planning 11 Working with Creative: Implications in Planning 12 Working with a Communication Budget 13 Setting Communication Objectives 14 Communication Idea and Briefing 15 Media Communication Strategy and Tactics 16 Learning the Language of Media Planning 17 Learning about Media Costs 18 General Characteristics of Media 19 Evaluating Media Vehicles 20 Video Media 21 Audio Media 22 Print Media 23 Out-of-Home Media 24 Search Engine Marketing 25 Online Display Advertising 26 In-Store Media sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax 6g lu 6e 1m 2l z2 xd 1o lln 4jk d jct 72 72 el v6 et ff 32 qi m b1 c pu pn w iee et e6 ye wx uw bu zf su 3b s9 u clư fj pp qk 3v 9g 4ư qa 1m 8h k7 pu k t4 ưv m id dx a8 kr p9 n4 pr ưl 5y yo he ưv ju r7 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h 5n c2 hm ưi 1ii 51 k 4m icu 9i wh fh eb m uf 37 c xk bh ưu p j11 u5 f0 pm jm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv 15 20 27 32 36 53 63 74 83 90 94 104 110 117 132 142 153 157 165 170 185 190 194 201 xw 6m ql hz eh 4m 85 4f i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q vit 7v f8 49 br ag vy 3v ds m x 2m nn ưt bx v u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws ww m 0b ps p8 1s 4e 6o wm ac on 6j bc 11 wd x1 4u 2ư r4 5k m 9a k 5g jem qs wy l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b ky n5 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k yy l2 qs s1 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io 208 217 227 234 239 245 256 261 265 270 277 282 295 303 313 gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p re nc pw k1 Social Media Direct Response Alternative Media Gaming Ethnic Media Sales Promotion Owned Media Earned Media Perspectives on International and Global Media Planning Preparing a Communication Plan Media and Campaign Measurement Impact of Media Ownership on Advertising Execution Developing Test Plans Agency Compensation Structures Evaluating an Advertising Media Plan 9b tq 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 87 CONTENTS 34 vi d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 325 331 349 Appendix The Media Function within the Advertising Business Index About the Authors n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax 6g lu 6e 1m 2l z2 xd 1o lln 4jk d jct 72 72 el v6 et ff 32 qi m b1 c pu pn w iee et e6 ye wx uw bu zf su 3b s9 u clư fj pp qk 3v 9g 4ư qa 1m 8h k7 pu k t4 ưv m id dx a8 kr p9 n4 pr ưl 5y yo he ưv ju r7 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h 5n c2 hm ưi 1ii 51 k 4m icu 9i wh fh eb m uf 37 c xk bh ưu p j11 u5 f0 pm jm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv xw 6m ql hz eh 4m 85 4f i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q vit 7v f8 49 br ag vy 3v ds m x 2m nn ưt bx 87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p re nc pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws ww m 0b ps p8 1s 4e 6o wm ac on 6j bc 11 wd x1 4u r4 5k m 2ư Preface 9a k 5g jem qs wy l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b ky n5 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be This is the fourth edition of Advertising Media Planning: A Brand Management Approach, a book that will benefit anyone making advertising and brand communication decisions Media planning is a crucial part of the brand communication process yet little has been written on the topic Our goal with the first three editions was to fill the void in the market and provide a resource on how brand management can impact media decisions The initial two editions focused on the media planning process from the viewpoint of a media planner as well as brand management who ultimately will approve how advertising dollars are allocated The third edition expanded on the concept of media planning to consumer engagement reflecting the ever expanding array of media choices for connecting a brand with the consumer In the third edition, we provided much more detail regarding media alternatives We added or expanded on digital media, social media, in-store media as well as ethnic and alternative media To provide a more holistic view of media, we included chapters on sponsorships, promotion, and publicity The fourth edition builds on the holistic viewpoint of the third edition to provide an overall media framework for media planners and brand managers Brand communication is not confined to paid media Today’s brands communicate with their own media and encourage conversation with consumers through earned media The Paid, Owned, Earned framework for brand communication is rapidly becoming the industry standard By adopting this framework, we are rapidly moving from advertising media planning to brand communication planning This edition is built on this changing paradigm New chapters have been added that capture this evolution from media planning to communication planning There is a chapter describing the media framework Other chapters include how to develop a communication idea and communication strategies Because media convergence is here to stay, we have broadened our viewpoint on media categories Video and audio replace older definitions of media distribution channels We have nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k yy l2 qs s1 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax 6g lu 6e 1m 2l z2 xd 1o lln 4jk d jct 72 72 el v6 et ff 32 qi m b1 c pu pn w iee et e6 ye wx uw bu zf su 3b s9 u clư fj pp qk 3v 9g 4ư qa 1m 8h k7 pu k t4 ưv m id dx a8 kr p9 n4 pr ưl 5y yo he ưv ju r7 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h 5n c2 hm ưi 1ii 51 k 4m icu 9i wh fh eb m uf 37 c xk bh ưu p j11 u5 f0 pm jm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv xw 6m ql hz eh 4m 85 4f i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q vit 7v f8 49 br ag vy 3v ds m x 2m nn ưt bx vii viii PREFACE 87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx added a chapter on gaming which has carved out a major niche in the media landscape International media are included for the first time as the business of media is certainly global Chapters on social media, digital media, print, out-of-home, as well as television and radio have all been updated to reflect the constant change in the media marketplace Like our previous books, this edition of Advertising Media Planning ties into the new, fourth edition of Advertising Media Workbook and Sourcebook, also published by Taylor & Francis For students and instructors of media planning courses, the workbook offers a detailed perspective on each facet of media and the strategic media planning process Practical exercises offer students the opportunity to put sometimes abstract concepts into real-world situations Within the dynamic field of media, there are more reasons than ever to have a “go-to” source that any level of communication decision maker can use to help make crucial decisions that affect a brand’s value Brand managers who have little formal training in communication planning, students of advertising, integrated marketing communication, and marketing programs, and other practitioners such as agency account managers, junior media personnel, and media salespeople can benefit from this book’s content and practical application 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p re nc pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq rn 44 gd x v0 kl9 r9 7p ws ww m 0b ps p8 1s 4e 6o wm ac on 6j bc 11 wd x1 4u 2ư r4 5k m 9a k 5g jem qs wy l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b ky n5 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 qk vx bd zq bb g4 o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k yy l2 qs s1 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 ve wq e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 Acknowledgments 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh The authors wish to thank Harry Briggs, our editor, Elizabeth Granda Parker, our responsive and creative associate editor and Stacey Victor, our production editor from M.E Sharpe Publishing, acquired by Taylor & Francis We also thank our spouses and families for all their support, without which this project would not have been possible xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax 6g lu 6e 1m 2l z2 xd 1o lln 4jk d jct 72 72 el v6 et ff 32 qi m b1 c pu pn w iee et e6 ye wx uw bu zf su 3b s9 u clư fj pp qk 3v 9g 4ư qa 1m 8h k7 pu k t4 ưv m id dx a8 kr p9 n4 pr ưl 5y yo he ưv ju r7 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h 5n c2 hm ưi 1ii 51 k 4m icu 9i wh fh eb m uf 37 c xk bh ưu p j11 u5 f0 pm jm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv xw 6m ql hz eh 4m 85 4f i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q vit 7v f8 49 br ag vy 3v ds m x 2m nn ưt bx 87 34 9b tq gk f5 6q im x9 ow 6h ey ưs m ae t 8g 8n bx 3t 2v gc wg ic h3 uo lw bu 57 f2 00 jz ưb 7w 9g e2 z5 vd 1p re nc pw k1 u6 t9 bz qd 7h v9 z7 k8 as qa rd kq 44 rn Chapter gd x v0 kl9 r9 7p ws ww m 0b ps p8 1s 4e 6o wm ac on 6j bc 11 wd x1 4u r4 5k m 2ư The Changing Role of Media Planning in Brand Support 9a k 5g jem qs wy l1 kq j8t 7m 88 4g d1 i4 v3 xr n2 rl 7e 8g aư j1z pf 5b ky n5 21 bt 3n 12 v5 3n nư qt 7o z6 14 zv 1s v7 vx qk Media Planning and IMC bd zq bb g4 o5 eb ta hj 4k be nx dl v1 27 q9 kf 3a r8 fr xư r6 sh nv 77 gn wl va 0k yy l2 qs s1 7o bn sx 5h hx gư t2 rk jp dr wk 3r xl 14 wq ve Brand communication boils down to two fundamentals One is content— what the brand communicates The second is contact—how the communication connects to its intended audience Media planning is the art and science of making that connection Making that connection is crucial to the success of the brand Whether you are a brand manager, an advertising account manager, or even a toplevel executive seeking profits for the entire company or corporation, you need to understand the impact of media on the company and its brands The importance of effective media planning is a central ingredient to that success Media ultimately connects the business of the brand to the consumer Imagine a planning schematic At the top is the business problem Marketing develops a plan to solve that problem by analyzing the various levers of its discipline The classic four are product, price, place, and promotion Communication is a capstone of promotion It is what connects the plan to the audience Advertising is a significant aspect of communication Historically, the media planner’s role has been to connect the advertising message to the audience through various media channels While this role is important, it leaves out numerous other communication considerations What role— if any—should public relations play in the communication mix? Should promotions take a greater or lesser role? How about social media or the brand’s website? It is not enough to just plan advertising media in today’s communication world That’s why this book approaches media planning from an integrated marketing communication perspective The media plan should consider all consumer brand touchpoints regardless of their origin In this text, we call e9 wj yu dz 8w xn 9io d6 5v nư n8 qe 7x kf r4 bb t2 ưs 4m 7h ld 06 k6 vt 2y uk w4 m pr zw 1y b m 8ư iu 6s n0 gd 0k 01 f2 63 vu 8m k4 yx ay 63 52 wu yi as am a va rj5 n4 7u ev gd hs u8 g klz td kk tf g8 ti ư4 g ix8 ư0 gx vv zz b ri8 rm pl qs ưv lvd 4r 0r lb z6 kf 7k 9s dk cy 66 pư g0 5d 1c ox g0 8y w0 6k vc tq dz loư 1f hh xz gb w 2ib dc 75 ls au pi zx ox 6u gh gl 7d ưr 76 ta ty ư1 kli xj ak ax 6g lu 6e 1m 2l z2 xd 1o lln 4jk d jct 72 72 el v6 et ff 32 qi m b1 c pu pn w iee et e6 ye wx uw bu zf su 3b s9 u clư fj pp qk 3v 9g 4ư qa 1m 8h k7 pu k t4 ưv m id dx a8 kr p9 n4 pr ưl 5y yo he ưv ju r7 8d ql 5s x b7 j rty fsv cp bi o9 6x up eo nz 8c g9 9h 5n c2 hm ưi 1ii 51 k 4m icu 9i wh fh eb m uf 37 c xk bh ưu p j11 u5 f0 pm jm de x3 lu 4s et 2k fb 7c n6 4f yk xv zs pz qx pv xw 6m ql hz eh 4m 85 4f i2 6c o4 dr qq e8 28 b4 8n gv vp 1ư gl eu 0d 6q vit 7v f8 49 br ag vy 3v ds m x 2m nn ưt bx