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LEADER 02592cam a22005174a 4500

001 ocn137325202;

003 OCoLC;

005 20141212003028.0;

008 070530s2008 nyua 001 0 eng ;

010 a| 2007022346;

020 a| 9780765620323 (cloth : alk. paper);

020 a| 0765620324 (cloth : alk. paper);

020 a| 0765620332 (pbk. : alk. paper);

020 a| 9780765620330 (pbk. : alk. paper);

029 1 a| NLGGCb| 308260554;

029 1 a| AU@b| 000041715873;

035 a| (Sirsi) o137325202;

035 a| (OCoLC)137325202;

049 a| EREE;

050 00 a| HF5826.5b| .K45 2008;

082 00 a| 659.1/112| 22;

100 1 a| Kelley, Larry D.,d| 1955-=| ^A699901;

245 10 a| Advertising media planning :b| a brand management approach /c| Larry D. Kelley and Donald W. Jugenheimer.;

250 a| 2nd ed.;

300 a| viii, 188 pages :b| illustrations ;c| 23 cm;

336 a| text2| rdacontent;

337 a| unmediated2| rdamedia;

338 a| volume2| rdacarrier;

500 a| Includes index.;

505 0 a| 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.;

650 0 a| Advertising media planning.=| ^A18226;

650 0 a| Brand name products.=| ^A83735;

650 0 a| Marketing.=| ^A16179;

700 1 a| Jugenheimer, Donald W.=| ^A477430;

856 41 3| Table of contents onlyu| http://www.loc.gov/catdir/toc/ecip0719/2007022346.html;

994 a| C0b| ERE;

938 a| Baker & Taylorb| BKTYc| 89.95d| 89.95i| 0765620324n| 0007270181s| active;

938 a| Baker and Taylorb| BTCPn| BK0007270182;

938 a| Blackwell Book Serviceb| BBUSn| R1692752c| $89.95;

938 a| Baker & Taylorb| BKTYc| 39.95d| 39.95i| 0765620332n| 0007270182s| active;

938 a| YBP Library Servicesb| YANKn| 2561504;

596 a| 1;

998 a| 1350992;

999 a| HF5826.5 .K45 2008w| LCc| 1i| 30372014384439d| 2/4/2010f| 1/30/2009g| 1l| JGESm| JOYNERp| $89.95q| 3r| Ys| Yt| JGESBKu| 4/8/2008x| BOOKz| JSTACKSo| .STAFF. 0;

Advertising media planning : a brand management approach / Larry D. Kelley and Donald W. Jugenheimer.

Author/creator	Kelley, Larry D., 1955-
Other author	Jugenheimer, Donald W.
Format	Book
Edition	2nd ed.
Publication Info	Armonk, N.Y. : M.E. Sharpe, ©2008.
Description	viii, 188 pages : illustrations ; 23 cm
Supplemental Content	Table of contents only
Subjects	Advertising media planning. Brand name products. Marketing.

Contents	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.
General note	Includes index.
LCCN	2007022346
ISBN	9780765620323 (cloth : alk. paper)
ISBN	0765620324 (cloth : alk. paper)
ISBN	0765620332 (pbk. : alk. paper)
ISBN	9780765620330 (pbk. : alk. paper)

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Library	Location	Call Number	Status	Item Actions
Joyner	General Stacks	HF5826.5 .K45 2008	✔ Available	Place Hold

Advertising media planning : a brand management approach / Larry D. Kelley and Donald W. Jugenheimer.

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