000 01509cam a22003254a 4500
001 4187264
003 BD-DhUL
005 20161226163437.0
008 030423s2004 nyu b 001 0 eng
010 _a 2003050600
020 _a0765613093 (alk. paper)
035 _a(OCoLC)ocm52134531
035 _a(NNC)4187264
040 _aDLC
_cBD-DhUL
_dOrLoB-B
042 _apcc
050 0 0 _aHF5826.5
_b.K45 2004
082 0 0 _a659.1
_221
_bKEA
100 1 _aKelley, Larry D.,
_d1955-
245 1 0 _aAdvertising media planning :
_ba brand management approach /
_cLarry D. Kelley and Donald W. Jugenheimer.
260 _aArmonk, N.Y. :
_bM.E. Sharpe,
_cc2004.
300 _avii, 144 p. ;
_c24 cm.
504 _aIncludes bibliographical references and index.
505 0 0 _g1.
_tWhy Media Are Important --
_g2.
_tLearning the Language of Media --
_g3.
_tThe Media and Their Characteristics --
_g4.
_tHow Marketing Objectives Impact Media Planning --
_g5.
_tDefining the Target Audience --
_g6.
_tGeography's Role in Planning --
_g7.
_tSeasonality and Timing --
_g8.
_tCreative Implications --
_g9.
_tCompetitive Analysis --
_g10.
_tSetting Media Communication Goals --
_g11.
_tEvaluating a Media Plan --
_g12.
_tMatching Media to the Total Brand Plan --
_g13.
_tDeveloping Test Plans --
_g14.
_tWhat to Look For in Media Execution.
650 0 _aAdvertising media planning.
650 0 _aBrand name products.
650 0 _aMarketing.
700 1 _aJugenheimer, Donald W.
900 _aAUTH
_bTOC
942 _2ddc
_cBK
999 _c141766
_d141766