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

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

Label
Advertising media planning : a brand management approach
Title
Advertising media planning
Title remainder
a brand management approach
Statement of responsibility
Larry D. Kelley and Donald W. Jugenheimer
Creator
Contributor
Subject
Language
eng
Cataloging source
DLC
Illustrations
illustrations
Index
index present
LC call number
HF5826.5
LC item number
.K45 2008
Literary form
non fiction
Advertising media planning : a brand management approach, Larry D. Kelley and Donald W. Jugenheimer
Label
Advertising media planning : a brand management approach, Larry D. Kelley and Donald W. Jugenheimer
Publication
Note
Includes index
Related Contributor
Related Location
Related Agents
Related Authorities
Related Subjects
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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Dimensions
23 cm.
http://library.link/vocab/discovery_link
{'f': 'http://opac.lib.rpi.edu/record=b2418085'}
Edition
2nd ed.
Extent
viii, 188 p.
Isbn
9780765620323
Isbn Type
(cloth : alk. paper)
Lccn
2007022346
Other physical details
ill.
System control number
(OCoLC)137325202

Library Locations

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      110 8th St, Troy, NY, 12180, US
      42.729766 -73.682577
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