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Advertising Media Planning: A Brand Management Approach » (1st Edition)
Authors: Larry D. Kelley
ISBN-13: 9780765613103, ISBN-10: 0765613107
Format: Paperback
Publisher: Sharpe, M. E. Inc.
Date Published: August 2003
Edition: 1st Edition
Author Biography: Larry D. Kelley
Book Synopsis
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
Table of Contents
| Preface | ||
| 1 | Why Media Are Important | 3 |
| 2 | Learning the Language of Media | 11 |
| 3 | The Media and Their Characteristics | 25 |
| 4 | How Marketing Objectives Impact Media Planning | 43 |
| 5 | Defining the Target Audience | 51 |
| 6 | Geography's Role in Planning | 63 |
| 7 | Seasonality and Timing | 71 |
| 8 | Creative Implications | 79 |
| 9 | Competitive Analysis | 85 |
| 10 | Setting Media Communication Goals | 93 |
| 11 | Evaluating a Media Plan | 101 |
| 12 | Matching Media to the Total Brand Plan | 113 |
| 13 | Developing Test Plans | 119 |
| 14 | What to Look For in Media Execution | 127 |
| Index | 137 | |
| About the Authors | 143 |
Subjects
