a brand management approach Kelley, Larry D. 1955- creator Jugenheimer, Donald W. text bibliography nyu Armonk, N.Y M.E. Sharpe c2004 2004 monographic eng

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vii, 144 p. ; 24 cm. 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. Larry D. Kelley and Donald W. Jugenheimer. Includes bibliographical references and index. Advertising media planning Brand name products Marketing HF5826.5 .K45 2004 659.1 KEA 0765613093 (alk. paper) 2003050600 DLC 030423 20161226163437.0 4187264