000			02674cam a2200373 i 4500
999			_c83 _d83
001			18241204
003			URBE
005			20180206104354.0
006			a||||gr|||| 001 0
007			ta
008			140725s2015 nyu b 001 0 eng
010			_a 2014026943
020			_a9780765640895 (hardcover : alk. paper)
020			_a9780765640901 (pbk. : alk. paper)
040			_aDLC _beng _cDLC _erda _dDLC
042			_apcc
050	0	0	_aHF5826.5 _b.K45 2015
082	0	0	_a659.1/11 _223
100	1		_aKelley, Larry D., _d1955-
245	1	0	_aAdvertising media planning : _ba brand management approach / _cLarry D. Kelley, Donald W. Jugenheimer and Kim Bartel Sheehan.
250			_aFourth edition.
260			_aNew York, NY : _bRoutledge, _cc2015
300			_aviii, 351 pages ; _c23 cm
504			_aIncludes bibliographical references and index.
505	0		_aThe changing role of media planning in brand support: Media planning and IMC -- Establishing a media planning framework -- Outlining the components of a communication plan -- How marketing objectives affect communication planning -- The role of communication in advertising and marketing -- Working with a situation analysis -- Defining the target audience -- Geography's role in planning -- Seasonality and timing -- Competitive analysis: Implications in planning -- Working with creative: implications in planning -- Working with a communication budget -- Setting communication objectives -- Communication idea and briefing -- Media communication strategy and tactics -- Learning the language of media planning -- Learning about media costs -- General characteristics of media -- Evaluating media vehicles -- Video media -- Audio media -- Print media -- Out-of-home media -- Search engine marketing -- Online display advertising -- In-store media -- Social media -- Direct response -- Alternative media -- Gaming -- Ethnic media -- Sales promotion -- Owned media -- Earned media -- Perspectives on international and global media planning -- Preparing a communication plan -- Media and campaign measurement -- Impact of media ownership on advertising execution -- Developing test plans -- Agency compensation structures -- Evaluating and advertising media plan -- Appendix. The media function within the advertising business.
650		0	_aAdvertising media planning.
650		0	_aBrand name products.
650		0	_aMarketing.
700	1		_aSheehan, Kim.
700	1		_aJugenheimer, Donald W.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK