Advertising media planning: a brand management approach
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Armonk, N.Y.
M.E. Sharpe
c2008
|
| Ausgabe: | 2nd ed |
| Schlagworte: | |
| Beschreibung: | Includes index 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 |
| Beschreibung: | viii, 188 p. ill. 23 cm |
Internformat
MARC
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| 100 | 1 | |a Kelley, Larry D. |e Verfasser |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 | ||
| 264 | 1 | |a Armonk, N.Y. |b M.E. Sharpe |c c2008 | |
| 300 | |a viii, 188 p. |b ill. |c 23 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes index | ||
| 500 | |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 | 4 | |a Advertising media planning | |
| 650 | 4 | |a Brand name products | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Advertising media planning | |
| 650 | 4 | |a Brand name products | |
| 650 | 4 | |a Marketing | |
| 650 | 0 | 7 | |a Werbung |0 (DE-588)4065541-6 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Markenpolitik |0 (DE-588)4144679-3 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Mediaplanung |0 (DE-588)4038221-7 |2 gnd |9 rswk-swf |
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| 689 | 1 | 1 | |a Mediaplanung |0 (DE-588)4038221-7 |D s |
| 689 | 1 | |8 2\p |5 DE-604 | |
| 700 | 1 | |a Jugenheimer, Donald W. |e Verfasser |4 aut | |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-016488256 | ||
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| 883 | 1 | |8 2\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
Datensatz im Suchindex
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| author | Kelley, Larry D. Jugenheimer, Donald W. |
| author_facet | Kelley, Larry D. Jugenheimer, Donald W. |
| author_role | aut aut |
| author_sort | Kelley, Larry D. |
| author_variant | l d k ld ldk d w j dw dwj |
| building | Verbundindex |
| bvnumber | BV023303851 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5826 |
| callnumber-raw | HF5826.5 |
| callnumber-search | HF5826.5 |
| callnumber-sort | HF 45826.5 |
| callnumber-subject | HF - Commerce |
| ctrlnum | (OCoLC)137325202 (DE-599)BVBBV023303851 |
| dewey-full | 659.1/11 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1/11 |
| dewey-search | 659.1/11 |
| dewey-sort | 3659.1 211 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 2nd ed |
| format | Book |
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| id | DE-604.BV023303851 |
| illustrated | Illustrated |
| index_date | 2024-07-02T20:47:40Z |
| indexdate | 2024-07-09T21:15:24Z |
| institution | BVB |
| language | English |
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| physical | viii, 188 p. ill. 23 cm |
| publishDate | 2008 |
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| publisher | M.E. Sharpe |
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| spelling | Kelley, Larry D. Verfasser aut Advertising media planning a brand management approach Larry D. Kelley and Donald W. Jugenheimer 2nd ed Armonk, N.Y. M.E. Sharpe c2008 viii, 188 p. ill. 23 cm txt rdacontent n rdamedia nc rdacarrier Includes index 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 Advertising media planning Brand name products Marketing Werbung (DE-588)4065541-6 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Mediaplanung (DE-588)4038221-7 gnd rswk-swf Mediaplanung (DE-588)4038221-7 s Markenpolitik (DE-588)4144679-3 s 1\p DE-604 Werbung (DE-588)4065541-6 s 2\p DE-604 Jugenheimer, Donald W. Verfasser aut 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Kelley, Larry D. Jugenheimer, Donald W. Advertising media planning a brand management approach Advertising media planning Brand name products Marketing Werbung (DE-588)4065541-6 gnd Markenpolitik (DE-588)4144679-3 gnd Mediaplanung (DE-588)4038221-7 gnd |
| subject_GND | (DE-588)4065541-6 (DE-588)4144679-3 (DE-588)4038221-7 |
| title | Advertising media planning a brand management approach |
| title_auth | Advertising media planning a brand management approach |
| title_exact_search | Advertising media planning a brand management approach |
| title_exact_search_txtP | Advertising media planning a brand management approach |
| title_full | Advertising media planning a brand management approach Larry D. Kelley and Donald W. Jugenheimer |
| title_fullStr | Advertising media planning a brand management approach Larry D. Kelley and Donald W. Jugenheimer |
| title_full_unstemmed | Advertising media planning a brand management approach Larry D. Kelley and Donald W. Jugenheimer |
| title_short | Advertising media planning |
| title_sort | advertising media planning a brand management approach |
| title_sub | a brand management approach |
| topic | Advertising media planning Brand name products Marketing Werbung (DE-588)4065541-6 gnd Markenpolitik (DE-588)4144679-3 gnd Mediaplanung (DE-588)4038221-7 gnd |
| topic_facet | Advertising media planning Brand name products Marketing Werbung Markenpolitik Mediaplanung |
| work_keys_str_mv | AT kelleylarryd advertisingmediaplanningabrandmanagementapproach AT jugenheimerdonaldw advertisingmediaplanningabrandmanagementapproach |