Kelley, Larry D., 1955-
Advertising media planning : a brand management approach / Larry D. Kelley and Donald W. Jugenheimer. - Armonk, N.Y. : M.E. Sharpe, c2004. - vii, 144 p. ; 24 cm.
Includes bibliographical references and index.
Why Media Are Important -- Learning the Language of Media -- 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 -- Evaluating a Media Plan -- Matching Media to the Total Brand Plan -- Developing Test Plans -- What to Look For in Media Execution. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.
0765613093 (alk. paper)
2003050600
Advertising media planning.
Brand name products.
Marketing.
HF5826.5 / .K45 2004
659.1 / KEA
Advertising media planning : a brand management approach / Larry D. Kelley and Donald W. Jugenheimer. - Armonk, N.Y. : M.E. Sharpe, c2004. - vii, 144 p. ; 24 cm.
Includes bibliographical references and index.
Why Media Are Important -- Learning the Language of Media -- 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 -- Evaluating a Media Plan -- Matching Media to the Total Brand Plan -- Developing Test Plans -- What to Look For in Media Execution. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.
0765613093 (alk. paper)
2003050600
Advertising media planning.
Brand name products.
Marketing.
HF5826.5 / .K45 2004
659.1 / KEA