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AuthorKelley, Larry D., 1955-
TitleAdvertising media planning : a brand management approach / Larry D. Kelley and Donald W. Jugenheimer
Imprint Armonk, New York : M.E. Sharpe, 2004
Edition 1st ed
Descript vii, 144 p. ; 23 cm


Why media are important -- Learning the language of media -- 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 -- Evaluating a media plan -- Matching media to the total brand plan -- Developing test plans -- What to look for in media execution

Advertising Media Planning Brand Name Products Marketing

Communication Arts Library659.111 K29A 2004CHECK SHELVES

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