Title Advertising media planning : a brand management approach / Larry D. Kelley and Donald W. Jugenheimer

Published Armonk, N.Y. ; London : M.E. Sharpe, 2004

Copies

Location	Call no.	Vol.	Availability
MELB	659.111 Kel/Amp		AVAILABLE
WATERFT BUSINESS	659.111 Kel/Amp		AVAILABLE

Description vii, 144 pages ; 24 cm Contents 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 Notes Includes index Bibliography Includes bibliographical references and index Subject Advertising media planning. Brand name products. Marketing. Author Jugenheimer, Donald W. LC no. 2003050600 ISBN 0765613093 hardback 0765613107 paperback alkaline paper

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