Advertising media planning : a brand management approach - Kelley, Larry D., 1955-; Jugenheimer, Donald W. (Armonk, N.Y. : M.E. Sharpe, 2004)
1. Why Media Are Important -- 2. Learning the Language of Media -- 3. The Media and Their Characteristics -- 4. How Marketing Objectives Impact Media Planning -- 5. Defining the Target Audience -- 6. Geography's Role in Planning -- 7. Seasonality and Timing -- 8. Creative Implications -- 9. Competitive Analysis -- 10. Setting Media Communication Goals -- 11. Evaluating a Media Plan -- 12. Matching Media to the Total Brand Plan -- 13. Developing Test Plans -- 14. What to Look For in Media Execution.
Includes bibliographical references and index.
Keywords: Advertising media planning; Brand name products; Marketing