3
Advertising Media
Chapter Objectives
- To learn how to formulate and deploy an advertising media campaign
- To understand the different aspects of advertising media, including media planning
- To examine the different creative approaches used in advertising
- To understand how to build a media plan
- To identify criteria necessary to choose the right medium for a specific campaign
- To learn how to evaluate an advertising media campaign plan
Today advertising media refers to the different media vehicles, including the press, TV, the Internet, billboards and outdoor advertising, by which an advertising message is communicated to potential customers. At present, advertising media is becoming a powerful communication technique capable of reaching a ...
Get Integrated Marketing Communication: Pentacom, 4/e, 4th Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
