Advertising media planning : a brand management approach /
by Kelley, Larry D; Jugenheimer, Donald W.
Material type:
BookPublisher: Armonk, N.Y. : M.E. Sharpe, c2004Description: vii, 144 p. ; 24 cm.ISBN: 0765613093 (alk. paper).Subject(s): Advertising media planning | Brand name products | Marketing
Contents:
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.
| Item type | Current location | Collection | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
Books
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Dhaka University Library General Stacks | Non Fiction | 659.1 KEA (Browse shelf) | Available | 4455482 |
Includes bibliographical references and index.
1. Why Media Are Important -- 2. Learning the Language of Media -- 3. The Media and Their Characteristics -- 4. How Marketing Objectives Impact Media Planning -- 5. Defining the Target Audience -- 6. Geography's Role in Planning -- 7. Seasonality and Timing -- 8. Creative Implications -- 9. Competitive Analysis -- 10. Setting Media Communication Goals -- 11. Evaluating a Media Plan -- 12. Matching Media to the Total Brand Plan -- 13. Developing Test Plans -- 14. What to Look For in Media Execution.
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