Advertising media workbook and sourcebook
By: Larry D. Kelley and Donald W. Jugenheimer.
Contributors: Jugenheimer, Donald W.
Edition: 2nd ed.
Publisher: M.E. Sharpe, Inc.
Published: 2008
Place of publication: Armonk, N.Y
Language: eng
Number of pages: 336
ISBN-13: 9780765620347
Subjects: Advertising media planning; Advertising media planning -- Problems, exercises, etc
Genres: Problems, exercises, etc.
Table of contents: title: Working with basic media math; title: Working with media websites; title: Working with reach; title: Working with combinations of media; title: Working with frequency; title: Working with frequency levels; title: Working with media cost comparisons; title: Working with estimating; title: Working with print media contracts; title: Working with broadcast measures; title: Working with quintiles; title: Working to define the target group; title: Working with seasonality marketing information; title: Working with geographic marketing information; title: Working with emotional vs. rational appeals; title: Working with competitive media information; title: Working with media audience estimates; title: Working with broadcast media estimates; title: Working with print media estimates; title: Working with out-of-home media; title: Working with broadcast media costs; title: Working with print media costs; title: Working with online media; title: Working with a media planning worksheet; title: Working with a media workplan; title: Working with calendars and flowcharts; title: Working with test cities and standards; title: Working with media buying; title: Manipulating data; title: Combining sources and data; title: Effectiveness, engagement, commoditization; title: Appendix A: A primer to media math; title: Appendix B: Some commonly used advertising media formulas; title: Appendix C: Advertising media glossary; title: Appendix D: Steps in the media decision process.