Advertising media planning : a brand management approach

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Bibliographic Details
Main Authors: Kelley, Larry D., 1955- (Author), Jugenheimer, Donald W., 1943- (Author)
Format: Book
Language: English
Published: Armonk, N.Y. : M.E. Sharpe, c2008
Edition: 2nd ed.
Subjects:
reklamní média
obchodní značky
řízení značky
advertising media
brand name products
brand management
příručky
handbooks, manuals, etc
ISBN: 9780765620323
Physical Description: viii, 188 s. : il. ; 23 cm

Cover

Table of contents

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008 070530s2008 xxuad 001 0 eng
020 |a 9780765620323  |q (váz.) 
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072 7 |a 659  |x Reklama. Public relations. Média  |2 Konspekt  |9 4 
080 |a 659.13/.16  |2 MRF 
080 |a 658.626  |2 MRF 
080 |a 005:658.626  |2 MRF 
080 |a (035)  |2 MRF 
100 1 |a Kelley, Larry D.,  |d 1955-  |7 utb2009546577  |4 aut 
245 1 0 |a Advertising media planning :  |b a brand management approach /  |c Larry D. Kelley and Donald W. Jugenheimer 
250 |a 2nd ed. 
260 |a Armonk, N.Y. :  |b M.E. Sharpe,  |c c2008 
300 |a viii, 188 s. :  |b il. ;  |c 23 cm 
500 |a Obsahuje rejstřík 
505 0 |a Why media are important -- Learning the language of media -- Learning about media costs -- 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 -- How to prepare an advertising media plan -- Evaluating an advertising media plan -- Matching media to the total brand plan -- Developing test plans -- What to look for in media execution -- Effects, tools, and trends -- Appendix: How the advertising business is organized 
650 0 7 |a reklamní média  |7 ph125094  |2 czenas 
650 0 7 |a obchodní značky  |7 ph166532  |2 czenas 
650 0 7 |a řízení značky  |7 ph205089  |2 czenas 
650 0 9 |a advertising media  |2 eczenas 
650 0 9 |a brand name products  |2 eczenas 
650 0 9 |a brand management  |2 eczenas 
655 7 |a příručky  |7 fd133209  |2 czenas 
655 9 |a handbooks, manuals, etc  |2 eczenas 
700 1 |a Jugenheimer, Donald W.,  |d 1943-  |7 utb2009546578  |4 aut 
856 4 1 |3 Obsah  |u http://www.loc.gov/catdir/toc/ecip0719/2007022346.html 
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992 |a BK  |b SK  |d 1 
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952 |0 0  |1 0  |4 0  |6 659KELLEYLD  |7 0  |8 BOOK  |9 98564  |a UTBZL  |b UTBZL  |c 006  |d 2009-11-12  |l 2  |m 1  |o 659/KELLEY,L.D.  |p 420010127158  |r 2022-03-10  |s 2022-01-12  |v 2150.00  |w 2019-08-26  |x N:nákup;  |x 20100831  |y 04 

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