Advertising media planning : a brand management approach / Larry D. Kelley and Donald W. Jugenheimer.
Material type:
TextPublication details: Armonk, N.Y. : M.E. Sharpe, c2008.Edition: 2nd edDescription: viii, 188 p. : ill. ; 23 cmISBN: - 9780765620323 (cloth : alk. paper)
- 0765620324 (cloth : alk. paper)
- 0765620332 (pbk. : alk. paper)
- 9780765620330 (pbk. : alk. paper)
- 659.1/11 22
- HF5826.5 .K45 2008
| Item type | Current library | Home library | Shelving location | Call number | Status | Barcode | |
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Main Campus Library | University of Eastern Africa, Baraton | Main Stack | HF 5826.5 .K45 2008 c.1 (Browse shelf(Opens below)) | Available | 70465 | |
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Books
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Main Campus Library | University of Eastern Africa, Baraton | Main Stack | HF 5826.5 .K45 2008 c.2 (Browse shelf(Opens below)) | Available | 70466 |
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| HF5825.I49 2010 The idea writers : copywriting in a new media and marketing era / | HF5826.5.K38 2010 The media handbook : a complete guide to advertising media selection, planning, research, and buying / | HF5826.5.K38 2010 The media handbook : a complete guide to advertising media selection, planning, research, and buying / | HF 5826.5 .K45 2008 c.1 Advertising media planning : | HF 5826.5 .K45 2008 c.2 Advertising media planning : | HF 5826.5 .S58 1983 Media planning workbook : | HF 5826.5 .S58 1983 Media planning workbook : |
Includes index.
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.
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