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Advertising media planning : a brand management approach / Larry D. Kelley and Donald W. Jugenheimer.
Lippincott Library HF5826.5 .K45 2008
Available
- Format:
- Book
- Author/Creator:
- Kelley, Larry D., 1955-
- Language:
- English
- Subjects (All):
- Advertising media planning.
- Brand name products.
- Marketing.
- Physical Description:
- viii, 188 pages : illustrations ; 23 cm
- Edition:
- Second edition.
- Place of Publication:
- Armonk, N.Y. : M.E. Sharpe, [2008]
- 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.
- Notes:
- Includes bibliographical references and index.
- ISBN:
- 9780765620323
- 0765620324
- 0765620332
- 9780765620330
- OCLC:
- 137325202
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