| Record ID | ia:advertisingmedia0000kell_r3h8 |
| Source | Internet Archive |
| Download MARC XML | https://archive.org/download/advertisingmedia0000kell_r3h8/advertisingmedia0000kell_r3h8_marc.xml |
| Download MARC binary | https://www.archive.org/download/advertisingmedia0000kell_r3h8/advertisingmedia0000kell_r3h8_meta.mrc |
LEADER: 03173cam 2200637 a 4500
001 ocn137325202
003 OCoLC
005 20210126103758.0
008 070530s2008 nyua 001 0 eng
010 $a 2007022346
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050 00 $aHF5826.5$b.K45 2008
082 00 $a659.1/11$222
084 $aF713.8$2clc
100 1 $aKelley, Larry D.,$d1955-
245 10 $aAdvertising media planning :$ba brand management approach /$cLarry D. Kelley and Donald W. Jugenheimer.
250 $a2nd ed.
260 $aArmonk, N.Y. :$bM.E. Sharpe,$c©2008.
300 $aviii, 188 pages :$billustrations ;$c23 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
500 $aIncludes index.
505 0 $aWhy 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.
504 $aIncludes bibliographical references and index.
650 0 $aAdvertising media planning.
650 0 $aBrand name products.
650 0 $aMarketing.
650 7 $aAdvertising media planning.$2fast$0(OCoLC)fst00797876
650 7 $aBrand name products.$2fast$0(OCoLC)fst00837883
650 7 $aMarketing.$2fast$0(OCoLC)fst01010167
700 1 $aJugenheimer, Donald W.
776 08 $iOnline version:$aKelley, Larry D., 1955-$tAdvertising media planning.$b2nd ed.$dArmonk, N.Y. : M.E. Sharpe, ©2008$w(OCoLC)763389551
856 41 $3Table of contents$uhttp://catdir.loc.gov/catdir/toc/ecip0719/2007022346.html
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