TY  - BOOK
AU  - Kelley,Larry D.
AU  - Jugenheimer,Donald W.
TI  - Advertising media planning: a brand management approach 
SN  - 9780765620330 (pbk.) :
AV  - HF5826.5 .K45 2008
PY  - 2008///
CY  - Armonk, NY
PB  - M.E. Sharpe
KW  - Advertising media planning
KW  - Brand name products
KW  - Marketing
N1  - 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
ER  -