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

By: Contributor(s): Material type: TextTextPublication 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)
Subject(s): DDC classification:
  • 659.1/11 22
LOC classification:
  • HF5826.5 .K45 2008
Online resources:
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.
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Holdings
Item type Current library Home library Shelving location Call number Status Barcode
Books Books Main Campus Library University of Eastern Africa, Baraton Main Stack HF 5826.5 .K45 2008 c.1 (Browse shelf(Opens below)) Available 70465
Books Books Main Campus Library University of Eastern Africa, Baraton Main Stack HF 5826.5 .K45 2008 c.2 (Browse shelf(Opens below)) Available 70466

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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