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

By: Contributor(s): Material type: TextTextPublication details: Armonk, N.Y. : M.E. Sharpe, c2008.Edition: 2nd edDescription: viii, 188 p. : ill. ; 23 cmISBN:
  • 9780765620323 (cloth : alk. paper)
  • 0765620324 (cloth : alk. paper)
  • 0765620332 (pbk. : alk. paper)
  • 9780765620330 (pbk. : alk. paper)
Subject(s): DDC classification:
  • 659.1/11 22
LOC classification:
  • HF5826.5 .K45 2008
Online resources:
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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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Books Books Business, Economics and Law Library Collection HF5826.5 .K45 2008 (Browse shelf(Opens below)) 1-2 Available 6154
Books Books Business, Economics and Law Library Collection HF5826.5 .K45 2008 (Browse shelf(Opens below)) 2-2 Available 6155

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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