Advertising media planning a brand management approach
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 --...
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| Format: | UnknownFormat |
| Sprache: | eng |
| Veröffentlicht: |
Armonk, NY u.a.
Sharpe
2008
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| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online Zugang: | Inhaltsverzeichnis |
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Tag hinzufügen | Zusammenfassung: | 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 |
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| Beschreibung: | Includes index |
| Beschreibung: | VIII, 188 S graph. Darst. 23 cm |
| ISBN: | 0765620324 0-7656-2032-4 0765620332 0-7656-2033-2 9780765620330 978-0-7656-2033-0 9780765620323 978-0-7656-2032-3 |