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Advertising media planning : a brand management approach

Author: Larry D Kelley; Donald W Jugenheimer
Publisher: Armonk, N.Y. : M.E. Sharpe, ©2008.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Database:WorldCat
Summary:

The planning and placement of advertising media is a multi-billion dollar business that critically impacts advertising effectiveness. This text offers practical guidance for those who practice media  Read more...

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Additional Physical Format: Online version:
Kelley, Larry D., 1955-
Advertising media planning.
Armonk, N.Y. : M.E. Sharpe, ©2008
(OCoLC)763389551
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Larry D Kelley; Donald W Jugenheimer
ISBN: 9780765620323 0765620324 0765620332 9780765620330
OCLC Number: 137325202
Notes: Includes index.
Description: viii, 188 pages : illustrations ; 23 cm
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.
Responsibility: Larry D. Kelley and Donald W. Jugenheimer.
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