Advertising Media Planning A Brand Management Approach

Name: Advertising Media Planning A Brand Management Approach
Price: 6.62 USD
Availability: InStock
ISBN: 9780765620330

ISBN-10: 0765620332

ISBN-13: 9780765620330

Edition: 2nd 2008 (Revised)

Authors: Larry D. Kelley, Donald W. Jugenheimer

List price: $49.95

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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: 0.594



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