ISBN-10:
0765620332
ISBN-13:
2900765620339
Pub. Date:
02/28/2008
Publisher:
Taylor & Francis
Advertising Media Planning: A Brand Management Approach / Edition 2

Advertising Media Planning: A Brand Management Approach / Edition 2

by Taylor and Francis

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Overview

Advertising Media Planning: A Brand Management Approach / Edition 2

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: 2900765620339
Publisher: Taylor & Francis
Publication date: 02/28/2008
Edition description: REV
Pages: 200
Product dimensions: 6.00(w) x 1.25(h) x 9.00(d)

Table of Contents

Preface     vii
Why Media Are Important     3
Learning the Language of Media     11
Learning About Media Costs     25
The Media and Their Characteristics     33
How Marketing Objectives Impact Media Planning     51
Defining the Target Audience     59
Geography's Role in Planning     75
Seasonality and Timing     85
Creative Implications     93
Competitive Analysis     99
Setting Media Communications Goals     107
How to Prepare an Advertising Media Plan     115
Evaluating an Advertising Media Plan     121
Matching Media to the Total Brand Plan     133
Developing Test Plans     141
What to Look for in Media Execution     149
Effects, Tools, and Trends     159
How the Advertising Business Is Organized     167
Index     177
About the Authors     187

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