| Record ID | marc_columbia/Columbia-extract-20221130-009.mrc:196176332:1809 |
| Source | marc_columbia |
| Download Link | /show-records/marc_columbia/Columbia-extract-20221130-009.mrc:196176332:1809?format=raw |
LEADER: 01809cam a22003254a 4500
001 4187264
005 20221027052052.0
008 030423t20042004nyu b 001 0 eng
010 $a 2003050600
020 $a0765613093 (alk. paper)
035 $a(OCoLC)ocm52134531
035 $a(NNC)4187264
035 $a4187264
040 $aDLC$cDLC$dOrLoB-B
042 $apcc
050 00 $aHF5826.5$b.K45 2004
082 00 $a659.1/11$221
100 1 $aKelley, Larry D.,$d1955-$0http://id.loc.gov/authorities/names/n2003100935
245 10 $aAdvertising media planning :$ba brand management approach /$cLarry D. Kelley and Donald W. Jugenheimer.
260 $aArmonk, N.Y. :$bM.E. Sharpe,$c[2004], ©2004.
300 $avii, 144 pages ;$c24 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
504 $aIncludes bibliographical references and index.
505 00 $g1.$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.$0http://id.loc.gov/authorities/subjects/sh85001205
650 0 $aBrand name products.$0http://id.loc.gov/authorities/subjects/sh85016403
650 0 $aMarketing.$0http://id.loc.gov/authorities/subjects/sh85081333
700 1 $aJugenheimer, Donald W.$0http://id.loc.gov/authorities/names/n79055683
852 00 $boff,bus$hHF5826.5$i.K45 2004