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Advertising media planning : a brand management approach / Larry D. Kelley and Donald W. Jugenheimer.

By: Contributor(s): Material type: TextTextPublisher: Armonk, N.Y. : M.E. Sharpe, [2008]Copyright date: ©2008Edition: Second editionDescription: viii, 188 pages : illustrations ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0765620324
  • 9780765620323
  • 0765620332
  • 9780765620330
Subject(s): DDC classification:
  • 659.111 22
LOC classification:
  • HF5826.5 .K45 2008
Contents:
Why media are important -- Learning the language of media -- Learning about media costs -- The media and their characteristics -- How marketing objectives impact media planning -- Defining the target audience -- Geography's role in planning -- Seasonality and timing -- Creative implications -- Competitive analysis -- Setting media communication goals -- How to prepare an advertising media plan -- Evaluating an advertising media plan -- Matching media to the total brand plan -- Developing test plans -- What to look for in media execution -- Effects, tools, and trends -- Appendix: How the advertising business is organized.
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Includes index.

Why media are important -- Learning the language of media -- Learning about media costs -- The media and their characteristics -- How marketing objectives impact media planning -- Defining the target audience -- Geography's role in planning -- Seasonality and timing -- Creative implications -- Competitive analysis -- Setting media communication goals -- How to prepare an advertising media plan -- Evaluating an advertising media plan -- Matching media to the total brand plan -- Developing test plans -- What to look for in media execution -- Effects, tools, and trends -- Appendix: How the advertising business is organized.

Machine converted from AACR2 source record.

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