MARC Record from Library of Congress

LEADER: 02310cam a2200289 a 4500
001 2007022370
003 DLC
005 20080611142244.0
008 070530s2008 nyua 000 0 eng
010 $a 2007022370
020 $a9780765620347 (pbk. : alk. paper)
020 $a0765620340 (pbk. : alk. paper)
035 $a(OCoLC)ocn137325207
035 $a(OCoLC)137325207
040 $aDLC$cDLC$dYDX$dBAKER$dBTCTA$dYDXCP$dDLC
050 00 $aHF5826.5$b.K456 2008
082 00 $a659.13$222
100 1 $aKelley, Larry D.,$d1955-
245 10 $aAdvertising media :$bworkbook and sourcebook /$cLarry D. Kelley and Donald W. Jugenheimer.
250 $a2nd ed.
260 $aArmonk, N.Y. :$bM.E. Sharpe,$cc2008.
300 $aviii, 292 p. :$bill. ;$c28 cm.
505 0 $aWorking with basic media math -- Working with media websites -- Working with reach -- Working with combinations of media -- Working with frequency -- Working with frequency levels -- Working with media cost comparisons -- Working with estimating -- Working with print media contracts -- Working with broadcast measures -- Working with quintiles -- Working to define the target group -- Working with seasonality marketing information -- Working with geographic marketing information -- Working with emotional vs. rational appeals -- Working with competitive media information -- Working with media audience estimates -- Working with broadcast media estimates -- Working with print media estimates -- Working with out-of-home media -- Working with broadcast media costs -- Working with print media costs -- Working with online media -- Working with a media planning worksheet -- Working with a media workplan -- Working with calendars and flowcharts -- Working with test cities and standards -- Working with media buying -- Manipulating data -- Combining sources and data -- Effectiveness, engagement, commoditization -- Appendix A: A primer to media math -- Appendix B: Some commonly used advertising media formulas -- Appendix C: Advertising media glossary -- Appendix D: Steps in the media decision process.
650 0 $aAdvertising media planning.
650 0 $aAdvertising media planning$vProblems, exercises, etc.
700 1 $aJugenheimer, Donald W.
856 41 $3Table of contents only$uhttp://www.loc.gov/catdir/toc/ecip0719/2007022370.html