TY  - BOOK
AU  - Kelley,Larry D.
AU  - Jugenheimer,Donald W.
TI  - Advertising media: workbook and sourcebook 
SN  - 9780765620347 (pbk.) :
AV  - HF5826.5 .K456 2008
PY  - 2008///
CY  - Armonk, N.Y.
PB  - M.E. Sharpe
KW  - Advertising media planning
KW  - Problems, exercises, etc
N1  - Working with basic media math --  Working with media websites -- Working with reach -- Working with combinations of media -- Working with frequency -- Working with frequency levels -- Working with media cost comparisons -- Working with estimating -- Working with print media contracts -- Working with broadcast measures -- Working with quintiles -- Working to define the target group -- Working with seasonality marketing information -- Working with geographic marketing information -- Working with emotional vs. rational appeals -- Working with competitive media information -- Working with media audience estimates -- Working with broadcast media estimates -- Working with print media estimates -- Working with out-of-home media -- Working with broadcast media costs -- Working with print media costs -- Working with online media -- Working with a media planning worksheet -- Working with a media workplan -- Working with calendars and flowcharts -- Working with test cities and standards -- Working with media buying -- Manipulating data -- Combining sources and data -- Effectiveness, engagement, commoditization -- Appendix A: A primer to media math -- Appendix B: Some commonly used advertising media formulas -- Appendix C: Advertising media glossary -- Appendix D: Steps in the media decision process
ER  -