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Kelley, Larry D.

Advertising Media Planning: A Brand Management Approach - 4th ed - New York Routledge 2015 - 351p

1. The Changing Role of Media Planning in Brand Support: Media Planning and IMC
2. Establishing a Media Framework
3. Outlining the Components of Communication Plan
4. How Marketing Objectives Affect Communication Planning
5. The Role of Communication in Advertising and Marketing
6. Working with a Situation Analysis
7. Defining the Target Audience
8. Geography’s Role in Planning
9. Seasonality and Timing
10. Competitive Analysis: Implications in Planning
11. Working with Creative: Implications in Planning
12. Working with a Communication Budget
13. Setting Communication Objectives
14. Communication Idea and Briefing
15. Media Communication Strategy and Tactics
16. Learning the Language of Media Panning
17. Learning about Media Costs
18. General Characteristics of Media
19. Evaluating Media Vehicles
20. Video Media
21. Audio Media
22. Print Media
23. Out-of-Home Media
24. Search Engine Marketing
25. Online Display Advertising
26. In-Store Media
27. Social Media
28. Direct Response
29. Alternative Media
30. Gaming
31. Ethnic Media
32. Sales Promotion
33. Owned Media
34. Earned Media
35. Perspectives on International and Global Media Planning
35. Perspectives on International and Global Media Planning
36. Preparing a Communication Plan
37. Media and Campaign Measurement
38. Impact of Media Ownership on Advertising Execution
39. Developing Test Plans
40. Agency Compensation Structures
41. Evaluating an Advertising Media Plan

ISBN: 9780765640901

Subjects--Personal Names:
Advertising Media Planning
Brand Name Products
Marketing

Dewey Class. No.: 659.111 / KEL