Advertising Media Planning: A Brand Management Approach

Advertising Media Planning: A Brand Management Approach

by Taylor and Francis, Donald W. Jugenheimer
     
 

ISBN-10: 0765613093

ISBN-13: 9780765613097

Pub. Date: 08/21/2003

Publisher: Taylor & 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:
9780765613097
Publisher:
Taylor & Francis
Publication date:
08/21/2003
Pages:
192
Product dimensions:
6.10(w) x 9.10(h) x 0.70(d)

Table of Contents

1. Why Media Are Important; 2. Learning the Language of Media; 3. The Media and Their Characteristics; 4. How Marketing Objectives Impact Media Planning; 5. Defining the Target Audience; 6. Geography's Role in Planning; 7. Seasonality and Timing; 8. Creative Implications; 9. Competitive Analysis; 10. Setting Media Communication Goals; 11. Evaluating a Media Plan; 12. Matching Media to the Total Brand Plan; 13. Developing Test Plans; 14. What to Look for in Media Execution

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