“A timely and important resource for those wanting to learn about and engage in advertising media planning activities.” (*) Full of current brand examples, this best-selling text 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.

Improvements for the Second Edition include:

• new chapters on Understanding Media Costs, Media Effects and Trends, and How to Prepare a Media Plan

• a new appendix on How the Advertising Business Is Organized

• a thoroughly revised chapter on Evaluating an Advertising Media Plan

• many new examples, illustrations, explanations, and exhibits

• closer coordination of the content with the updated accompanying workbook.

Endorsements:

"A timely and important resource for those wanting to learn about and engage in advertising media planning activities. Its contents are the most current available. The author team combines a great deal of experience in the practitioner as well as academic fields — something so vital in this area of advertising. I highly recommend this book to professors of advertising and marketing communications." — John D. Leckenby, University of Texas at Austin (*)

"Comprehensively covers media decision making from A to Z. It is well written and timely. Jugenheimer and Kelley have once again made a major contribution to the field." — Arnold M. Barban, Professor Emeritus, University of Alabama

"Good things happen when an academic and a practitioner collaborate on a media text. In Advertising Media Planning, the process of planning is strongly tied to brand strategy. Other books cover reach, frequency, etc. but this one goes furthest to provide a comprehensive understanding for both clients and agencies." — Richard F. Beltramini, Wayne State University