000			02108cam a2200433 a 4500
001			2007022346
003			AE-DuAU
005			20241127170358.0
008			070530s2008 nyua 001 0 eng
010			_a 2007022346
020			_a9780765620330 (pbk.) : _c39.95
020			_a0765620332 (pbk.) : _c39.95
050	0	0	_aHF5826.5 _b.K45 2008
069			_a08979628
090			_aHF 5826.5 .K45 2008
090			_aHF 5826.5 .K45 2008
100	1		_aKelley, Larry D., _d1955- _9122338
245	1	0	_aAdvertising media planning : _ba brand management approach / _cLarry D. Kelley and Donald W. Jugenheimer.
250			_a2nd ed.
260			_aArmonk, NY : _bM.E. Sharpe, _cc2008.
300			_aviii, 188 p. : _bill. ; _c23 cm.
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
500			_aIncludes index.
505	0		_aWhy 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	_aAdvertising media planning. _9122339
650		0	_aBrand name products. _9122340
650		0	_aMarketing. _9122342
700	1		_aJugenheimer, Donald W. _9105195
852			_9p39.95 _y07-24-2008
907			_a21855 _b08-06-10 _c08-06-10
942			_cBOOK _02
998			_aaudmc _b07-24-08 _cm _da _e- _feng _gnyu _h0
935			_aPO32316
945			_g0 _i600990 _j0 _laudmc _nCopy Type:01 - Books _o- _p146.82 _q- _r- _s- _t1 _u2 _v0 _w2 _x0 _yi1028851x _z08-06-10
999			_c21855 _d21855