MARC Record from Library of Congress

LEADER: 01773cam a2200337 a 4500
001 2007022346
003 DLC
005 20080422105743.0
008 070530s2008 nyua 001 0 eng
010 $a 2007022346
020 $a9780765620323 (cloth : alk. paper)
020 $a0765620324 (cloth : alk. paper)
020 $a0765620332 (pbk. : alk. paper)
020 $a9780765620330 (pbk. : alk. paper)
035 $a(OCoLC)ocn137325202
035 $a(OCoLC)137325202
040 $aDLC$cDLC$dBAKER$dBTCTA$dYDXCP$dC#P$dBWX$dDLC
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 /$cLarry D. Kelley and Donald W. Jugenheimer.
250 $a2nd ed.
260 $aArmonk, N.Y. :$bM.E. Sharpe,$cc2008.
300 $aviii, 188 p. :$bill. ;$c23 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.
856 41 $3Table of contents only$uhttp://www.loc.gov/catdir/toc/ecip0719/2007022346.html