Larry D. Kelley's Books

Advertising Management in a Digital Environment

Text and Cases

By: Larry D. Kelley,Kim Bartel Sheehan

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Advertising Management in a Digital Environment

Text and Cases

By: Larry D. Kelley,Kim Bartel Sheehan

Advertising Management in a Digital Environment: Text and Cases blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management. Divided into three core sections, the book provides a truly holistic approach to Advertising Management. The first part considers the fundamentals of advertising management, including leadership, ethics and corporate social responsibility, and finance and budgeting. The second part considers human capital management and managing across cultures, whilst the third part discusses strategic planning, decision making and brand strategy. To demonstrate how theory translates to practice in advertising, each chapter is illustrated with real-life case studies from a broad range of sectors, and practical exercises allow case analysis and further learning. This new textbook offers an integrated and global approach to Advertising Management and should be core or recommended reading for undergraduate and postgraduate students of Media Management, Advertising, Marketing Management and Strategy, Communications and Public Relations. The applied approach provided by case study analysis makes it equally suitable for those in executive education and studying for professional qualifications.

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Page Count

243

Publisher

Routledge

Published Date

ISBN 10

1000414108

ISBN 13

9781000414103

Advertising Media

Workbook and Sourcebook

By: Larry D. Kelley,Donald W. Jugenheimer

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Advertising Media

Workbook and Sourcebook

By: Larry D. Kelley,Donald W. Jugenheimer

The new edition of this practical tool combines easy-to-understand explanations of advertising media sources and calculations with real-world examples of actual source material from advertising and media companies. It is designed for both practitioners and students - anyone who wants to master the process of advertising media planning.Each unit is compact and easy-to-understand, and the units progress in a logical way from basic math through the advertising media process to more complex interrelationships of sources and problems. Numerous hands-on exercises are included in each unit, and for course use instructors can download solutions from the M.E. Sharpe website. The book also includes a media math primer, standard media formulae, media planning checklists, and a glossary of media terms.For this new edition the authors have more closely coordinated the content with that of their accompanying textbook, "Advertising Media Planning: A Brand Management Approach, Second Edition." It includes completely new units on Media Websites, Estimating, Emotional vs. Rational Appeals, Media Buying, Calendars and Flow Charts, and Test Cities and Standards, as well as all-new Media Planning Worksheets and Media Planning Outlines.

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Page Count

306

Publisher

M.E. Sharpe

Published Date

ISBN 10

0765628759

ISBN 13

9780765628756

Advertising Account Planning

Planning and Managing an IMC Campaign

By: Larry D. Kelley,Donald W. Jugenheimer

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Advertising Account Planning

Planning and Managing an IMC Campaign

By: Larry D. Kelley,Donald W. Jugenheimer

Concise yet comprehensive, this practical, campaign-oriented guide follows the logical progression

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Page Count

226

Publisher

M.E. Sharpe

Published Date

ISBN 10

0765625644

ISBN 13

9780765625649

Advertising Media Planning

A Brand Management Approach

By: Larry D. Kelly,Donald W. Jugenheimer,Kim Bartel Sheehan

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Advertising Media Planning

A Brand Management Approach

By: Larry D. Kelly,Donald W. Jugenheimer,Kim Bartel Sheehan

Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.

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Page Count

280

Publisher

Routledge

Published Date

ISBN 10

1317477618

ISBN 13

9781317477617

Advertising and Public Relations Research

By: Donald W. Jugenheimer,Larry D. Kelley,Jerry Hudson,Samuel Bradley

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Advertising and Public Relations Research

By: Donald W. Jugenheimer,Larry D. Kelley,Jerry Hudson,Samuel Bradley

Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations. The authors' goal is to provide the information needed by future practitioners to commission and apply research to their work problems in advertising and public relations.

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Page Count

437

Publisher

Routledge

Published Date

ISBN 10

1317507363

ISBN 13

9781317507369

Perestroika Era Politics: The New Soviet Legislature and Gorbachev's Political Reforms

The New Soviet Legislature and Gorbachev's Political Reforms

By: Robert T. Huber,Larry D Kelley

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Perestroika Era Politics: The New Soviet Legislature and Gorbachev's Political Reforms

The New Soviet Legislature and Gorbachev's Political Reforms

By: Robert T. Huber,Larry D Kelley

This book is an evaluation of the new legislative politics in the Soviet Union. The contributors examine the uneven progress of electoral and constitutional reform, the composition, organisation, staffing and procedures of the Congress of People's Deputies and the Supreme Soviet, the development of factions, movements and parties on the left, on the right, and of the nationalist bent, the path of executive-legislative relations and case studies of the role of the legislature on domestic and foreign policy realms. This book should prove of interest to students of Soviet politics, political parties, and legislative politics, as well as for anyone interested in the struggle of political ideas, forces, and institutions in the USSR today.

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Page Count

276

Publisher

Routledge

Published Date

ISBN 10

1315488477

ISBN 13

9781315488479

Advertising Media Workbook and Sourcebook

By: Larry Kelley,Kim Sheehan,Donald W. Jugenheimer

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Advertising Media Workbook and Sourcebook

By: Larry Kelley,Kim Sheehan,Donald W. Jugenheimer

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.

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Page Count

381

Publisher

Routledge

Published Date

ISBN 10

1317499409

ISBN 13

9781317499404

Advertising Management

By: Donald W Jugenheimer,Larry D Kelley,Fogarty Klein Monroe

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Advertising Management

By: Donald W Jugenheimer,Larry D Kelley,Fogarty Klein Monroe

This comprehensive book is designed to serve as a primary text for the Advertising Management course that follows the more general Principles of Advertising course. It can stand alone, or, for instructors who prefer a case-based approach, it can be adopted together with "Cases in Advertising Management" (978-0-7656-2261-7) by the same authors. "Advertising Management" covers a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, ethics, and managing change. There is even a unique section on 'managing yourself' and your own career in advertising. The text includes plentiful figures, tables, and sidebars, and each chapter concludes with useful learning objectives, summaries, discussion questions, and additional resources.

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Page Count

231

Publisher

Routledge

Published Date

ISBN 10

1317477650

ISBN 13

9781317477655

Cases in Advertising Management

By: Larry D Kelley,Donald W Jugenheimer

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Cases in Advertising Management

By: Larry D Kelley,Donald W Jugenheimer

Cases in Advertising Management" offers a wide range of short, medium-length, and longer cases, all designed to illuminate the topics covered in an Advertising Management course. The book can stand alone, or, for instructors who wish to incorporate a combined casebook and textbook approach, it can be adopted alongside any standard text, including Advertising Management by the same authors.The book features actual real-life cases that reflect current trends in the advertising and promotion industry, with a strong emphasis on digital media and integrated marketing communications. A detailed introduction ('How to Analyze a Case Study') is followed by 30 cases, covering a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, and managing change.

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Page Count

192

Publisher

Routledge

Published Date

ISBN 10

1317475348

ISBN 13

9781317475347

Advertising Account Planning

Planning and Managing Strategic Communication Campaigns

By: Sarah Turnbull,Larry Kelley,Donald Jugenheimer

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Advertising Account Planning

Planning and Managing Strategic Communication Campaigns

By: Sarah Turnbull,Larry Kelley,Donald Jugenheimer

This practical and comprehensive text effectively provides advertising account planning principles within an integrated marketing communications framework. With a world-renowned textbook author team, this 4th edition has been fully updated to include: Fresh professional examples and mini-case studies within each chapter with a more global outlook than previous editions, bringing the theoretical concepts to life A new chapter on International Advertising addressing the challenges of managing a global campaign Pedagogical features and visual aids to support student learning and comprehension, including reflective questions and mini-cases drawn from current industry examples New and expanded content covering digital marketing and technologies; the customer journey; ethics and corporate social responsibility; global positioning of the brand; paid, earned and owned media; influencer marketing, and campaign measurement and analytics. Providing a full understanding of the advertising account planning process, this textbook is perfect for both the industry and classroom. The textbook will equip students of Marketing Communications, Advertising Management and Brand Management with the knowledge and skills they need to plan and manage a strategic communications campaign, including prominent advertising student competitions such as American Advertising Federation ( AAF) National Student Advertising Competition ( NSAC) or the Collegiate EFFIES. Online resources include PowerPoint slides and a test bank.

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Page Count

264

Publisher

Taylor & Francis

Published Date

ISBN 10

1000936260

ISBN 13

9781000936261

Advertising Account Planning

Planning and Managing an IMC Campaign

By: Larry Kelley

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Advertising Account Planning

Planning and Managing an IMC Campaign

By: Larry Kelley

Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.

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Page Count

263

Publisher

Routledge

Published Date

ISBN 10

1317507436

ISBN 13

9781317507437

Book's by Larry D. Kelley

Advertising Management in a Digital Environment

Advertising Management in a Digital Environment

Advertising Media

Advertising Media

Advertising Account Planning

Advertising Account Planning

Advertising Media Planning

Advertising Media Planning

Advertising and Public Relations Research

Advertising and Public Relations Research

Perestroika Era Politics: The New Soviet Legislature and Gorbachev's Political Reforms

Perestroika Era Politics: The New Soviet Legislature and Gorbachev's Political Reforms

Advertising Media Workbook and Sourcebook

Advertising Media Workbook and Sourcebook

Advertising Management

Advertising Management

Cases in Advertising Management

Cases in Advertising Management

Advertising Account Planning

Advertising Account Planning

Advertising Account Planning

Advertising Account Planning

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