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|x Reklama. Public relations. Média
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1 |
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|a Kelley, Larry D.,
|d 1955-
|7 utb2009546577
|4 aut
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| 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 |
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|a reklamní média
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|a obchodní značky
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| 650 |
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|a řízení značky
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| 650 |
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|a advertising media
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| 650 |
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|a brand name products
|2 eczenas
|
| 650 |
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|a brand management
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| 655 |
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7 |
|a příručky
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| 655 |
|
9 |
|a handbooks, manuals, etc
|2 eczenas
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| 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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