000			02435cam a2200457 a 4500
001			rea00039247
005			20190703235047.0
008			s2008 nyua e 001 0 eng
010			_a 2007022346
020			_a9780765620323 (cloth : alk. paper)
020			_a0765620324 (cloth : alk. paper)
020			_a0765620332 (pbk. : alk. paper)
020			_a9780765620330 (pbk. : alk. paper)
035			_a(OCoLC)ocn137325202
035			_a(OCoLC)137325202
035			_z14870388
039			_a39082 _cTLC
040			_aDLC _cDLC _dBAKER _dBTCTA _dYDXCP _dC#P _dBWX _dDLC
050	0	0	_aHF5826.5 _b.K45 2008
082	0	0	_a659.1/11 _222
100	1		_aKelley, Larry D., _d1955-
245	1	0	_aAdvertising media planning : _ba brand management approach / _cLarry D. Kelley and Donald W. Jugenheimer.
250			_a2nd ed.
260			_aArmonk, N.Y. : _bM.E. Sharpe, _cc2008.
300			_aviii, 188 p. : _bill. ; _c23 cm.
500			_aIncludes index.
505	0		_aWhy 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	_aAdvertising media planning.
650		0	_aBrand name products.
650		0	_aMarketing.
700	1		_aJugenheimer, Donald W.
856	4	1	_3Table of contents only _uhttp://www.loc.gov/catdir/toc/ecip0719/2007022346.html
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
925	0		_aacquire _b2 shelf copies _xpolicy default
949			_aBMAIN _cHF5826.5 _d.K45 2008 c.1 _g70465 _5N
949			_aBMAIN _cHF5826.5 _d.K45 2008 c.2 _g70466 _5N
955			_ese40 2007-05-30 to DDC _fsb21 2008-04-22 Z-CipVer _gsb21 2008-04-22 to BCCD
961			_t1
999			_c15352 _d15352