Advertising media planning
Subtitle: a brand management approach
By: by Larry D. Kelley and Donald W. Jugenheimer.
Contributors: Jugenheimer, Donald W.
Edition: 2nd ed.
Publisher: M.E. Sharpe, Inc.; M.E. Sharpe
Published: 2008
Place of publication: Armonk, N.Y
Language: eng
Number of pages: 188
ISBN-13: 9780765620323
Subjects: Advertising media planning; Brand name products; Marketing
Notes: Includes index.
Table of contents: title: Why media are important; title: Learning the language of media; title: Learning about media costs; title: The media and their characteristics; title: How marketing objectives impact media planning; title: Defining the target audience; title: Geography's role in planning; title: Seasonality and timing; title: Creative implications; title: Competitive analysis; title: Setting media communication goals; title: How to prepare an advertising media plan; title: Evaluating an advertising media plan; title: Matching media to the total brand plan; title: Developing test plans; title: What to look for in media execution; title: Effects, tools, and trends; title: Appendix: How the advertising business is organized.