01509cam a22003254a 4500 4187264 BD-DhUL 20161226163437.0 030423s2004 nyu b 001 0 eng 2003050600 0765613093 (alk. paper) (OCoLC)ocm52134531 (NNC)4187264 DLC BD-DhUL OrLoB-B pcc HF5826.5 .K45 2004 659.1 21 KEA Kelley, Larry D., 1955- Advertising media planning : a brand management approach / Larry D. Kelley and Donald W. Jugenheimer. Armonk, N.Y. : M.E. Sharpe, c2004. vii, 144 p. ; 24 cm. Includes bibliographical references and index. 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. Advertising media planning. Brand name products. Marketing. Jugenheimer, Donald W. AUTH TOC ddc BK 141766 141766 0 0 ddc 0 659_100000000000000_KEA 0 NFIC 267628 DUL DUL GEN 2016-12-26 659.1 KEA 4455482 2016-12-26 2016-12-26 BK