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Advertising media planning : = a bra...

Kelley, Larry D., (1955-)

Advertising media planning : = a brand management approach /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Advertising media planning :/ Larry D. Kelley and Donald W. Jugenheimer.
其他題名:	a brand management approach /
作者:	Kelley, Larry D.,
其他作者:	Jugenheimer, Donald W.
出版者:	Armonk, N.Y. :M.E. Sharpe, : c2008.,
面頁冊數:	viii, 188 p. :ill. ; : 23 cm.;
附註:	Includes index.
標題:	Advertising media planning. -
電子資源:	http://www.loc.gov/catdir/toc/ecip0719/2007022346.html
ISBN:	9780765620323

Advertising media planning : = a brand management approach /
Kelley, Larry D.,1955-

Advertising media planning :a brand management approach /Larry D. Kelley and Donald W. Jugenheimer. - 2nd ed. - Armonk, N.Y. :M.E. Sharpe,c2008. - viii, 188 p. :ill. ;23 cm.

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.

ISBN: 9780765620323

LCCN: 2007022346Subjects--Topical Terms:

643732
Advertising media planning.

LC Class. No.: HF5826.5 / .K45 2008

Dewey Class. No.: 659.1/11

Advertising media planning : = a brand management approach /
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