| Record ID | marc_nuls/NULS_PHC_180925.mrc:282281370:1604 |
| Source | marc_nuls |
| Download Link | /show-records/marc_nuls/NULS_PHC_180925.mrc:282281370:1604?format=raw |
LEADER: 01604pam 22003374a 4500
001 9922515800001661
005 20150423144133.0
008 030423s2004 nyu b 001 0 eng
010 $a 2003050600
020 $a0765613093 (alk. paper)
035 $a(CSdNU)u185237-01national_inst
035 $a(OCoLC)52134531
035 $a(OCoLC)52134531
040 $aDLC$cDLC$dOrPss
042 $apcc
049 $aCNUM
050 00 $aHF5826.5$b.K45 2004
082 00 $a659.1/11$221
100 1 $aKelley, Larry D.,$d1955-
245 10 $aAdvertising media planning :$ba brand management approach /$cLarry D. Kelley and Donald W. Jugenheimer.
260 $aArmonk, N.Y. :$bM.E. Sharpe,$cc2004.
300 $avii, 144 p. ;$c24 cm.
504 $aIncludes bibliographical references and index.
505 0 $aWhy Media Are Important -- Learning the Language of Media -- 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 -- Evaluating a Media Plan -- Matching Media to the Total Brand Plan -- Developing Test Plans -- What to Look For in Media Execution.
650 0 $aAdvertising media planning.
650 0 $aBrand name products.
650 0 $aMarketing.
700 1 $aJugenheimer, Donald W.
949 $aHF 5826.5 .K45 2004$i31786101579420
994 $a92$bCNU
999 $aHF 5826.5 .K45 2004$wLC$c1$i31786101579420$d5/2/2010$e4/28/2010 $f3/25/2004$g1$lCIRCSTACKS$mNULS$n8$rY$sY$tBOOK$u1/5/2004