Advertising media planning : a brand management approach

• 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

Table of Contents:

• 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