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020			_a0765620340 (pbk.) : _c42.95
050	0	0	_aHF5826.5 _b.K456 2008
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100	1		_aKelley, Larry D., _d1955- _9110817
245	1	0	_aAdvertising media : _bworkbook and sourcebook / _cLarry D. Kelley and Donald W. Jugenheimer.
250			_a2nd ed.
260			_aArmonk, N.Y. : _bM.E. Sharpe, _cc2008.
300			_aviii, 292 p. : _bill. ; _c28 cm.
505	0		_aWorking 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.
650		0	_aAdvertising media planning. _9110819
650		0	_aAdvertising media planning _vProblems, exercises, etc. _9110820
700	1		_aJugenheimer, Donald W. _9105195
852			_9p42.95 _y03-15-2010
907			_a24368 _b08-06-10 _c08-06-10
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