| Author | Kelley, Larry D., 1955- |
|---|---|
| Title | Advertising 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
| LOCATION | CALL# | STATUS |
|---|---|---|
| Communication Arts Library | 659.111 K29A 2004 | CHECK SHELVES |
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