Advertising Media Planning: A Brand Management Approach / Edition 1

Advertising Media Planning: A Brand Management Approach / Edition 1

by Taylor and Francis
     
 

Written by a practitioner and an academic, this text describes the proper role of media planning in advertising campaigns. They describe the types of media, look at the definition of target audiences, and examine the role of geography. Seasonality and timing are explored. The construction and evaluation of the media plan is described. Annotation ©2003 Book News,… See more details below

Overview

Written by a practitioner and an academic, this text describes the proper role of media planning in advertising campaigns. They describe the types of media, look at the definition of target audiences, and examine the role of geography. Seasonality and timing are explored. The construction and evaluation of the media plan is described. Annotation ©2003 Book News, Inc., Portland, OR

Product Details

ISBN-13:
9780765613103
Publisher:
Taylor & Francis
Publication date:
08/21/2003
Edition description:
Older Edition
Pages:
192
Product dimensions:
6.00(w) x 8.90(h) x 0.50(d)

Table of Contents

Preface
1Why Media Are Important3
2Learning the Language of Media11
3The Media and Their Characteristics25
4How Marketing Objectives Impact Media Planning43
5Defining the Target Audience51
6Geography's Role in Planning63
7Seasonality and Timing71
8Creative Implications79
9Competitive Analysis85
10Setting Media Communication Goals93
11Evaluating a Media Plan101
12Matching Media to the Total Brand Plan113
13Developing Test Plans119
14What to Look For in Media Execution127
Index137
About the Authors143

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