莫利亚提《广告学：原理与实务（英文版·第11版）》moriarty_adv11e_13.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 13Paid MediaCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 4Principle: Media in a World of Change Key ObjectivesDescribe how marketers make effective decisions about advertising in published media, such as newspapers and magazines.Explain the factors media planners consider when making place-based (out-of-home) media advertising decisions.Explain how online advertising works. Chapter Opener: Aflac Soars across Media PlatformsThe Aflac Duck campaign has been enormously successful, with brand awareness