Advertising Media Planning A Brand Management Approach

ISBN-10: 0765620332
ISBN-13: 9780765620330
Edition: 2nd 2008 (Revised)
List price: $49.95 Buy it from $3.00
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Book details

List price: $49.95
Edition: 2nd
Copyright year: 2008
Publisher: Routledge
Publication date: 4/15/2008
Binding: Paperback
Pages: 200
Size: 6.00" wide x 8.50" long x 0.50" tall
Weight: 0.836
Language: English

Preface
Why 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
Index
About the Authors

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