MARC Record from Library of Congress

LEADER: 01434nam a22002778a 4500
001 2007022346
003 DLC
005 20070531131320.0
008 070530s2008 nyu 001 0 eng
010 $a 2007022346
020 $a9780765620323 (cloth : alk. paper)
040 $aDLC$cDLC
050 00 $aHF5826.5$b.K45 2008
082 00 $a659.1/11$222
100 1 $aKelley, Larry D.,$d1955-
245 10 $aAdvertising media planning :$ba brand management approach /$cby Larry D. Kelley and Donald W. Jugenheimer.
250 $a2nd ed.
260 $aArmonk, N.Y. :$bM.E. Sharpe, Inc.,$cc2008.
263 $a0802
300 $ap. cm.
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.
650 0 $aAdvertising media planning.
650 0 $aBrand name products.
650 0 $aMarketing.
700 1 $aJugenheimer, Donald W.