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Advertising media planning : a brand management approach / Larry D. Kelley and Donald W. Jugenheimer.
Publication details: Armonk, NY : M.E. Sharpe, c2008.Edition: 2nd edDescription: viii, 188 p. : ill. ; 23 cmISBN:- 9780765620330 (pbk.) :
- 0765620332 (pbk.) :
- 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.
| Item type | Current library | Home library | Shelving location | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Books
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American University in Dubai | American University in Dubai | Main Collection | HF 5826.5 .K45 2008 (Browse shelf(Opens below)) | Available | 600990 |
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.
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