MARC Record from marc_nuls

LEADER: 02022cam 2200397 a 4500
001 9920122630001661
005 20150423124522.0
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(CSdNU)u369663-01national_inst
035 $a(OCoLC)137325202
035 $a(OCoLC)137325202
035 $a(OCoLC)137325202
040 $aDLC$cDLC$dBAKER$dBTCTA$dYDXCP$dC#P$dBWX$dOCLCG$dNTE
049 $aCNUM
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.
947 $fSOBM-MKT$hCIRCSTACKS$p$37.95$q1
949 $aHF 5826.5 .K45 2008$i31786102391411
994 $a92$bCNU
999 $aHF 5826.5 .K45 2008$wLC$c1$i31786102391411$d1/15/2013$e1/11/2013 $lCIRCSTACKS$mNULS$n3$rY$sY$tBOOK$u10/13/2009