Advertising Media Planning: A Brand Management Approach (Record no. 100961)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02248nam a2200253 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20160309134028.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 160224b xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780765640901 |
| 040 ## - CATALOGING SOURCE | |
| Transcribing agency | |
| Language of cataloging | |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.111 |
| Item number | KEL |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Kelley, Larry D. |
| 9 (RLIN) | 1620 |
| 245 ## - TITLE STATEMENT | |
| Title | Advertising Media Planning: A Brand Management Approach |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 4th ed |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Name of publisher, distributor, etc. | Routledge |
| Date of publication, distribution, etc. | 2015 |
| Place of publication, distribution, etc. | New York |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 351p |
| 500 ## - GENERAL NOTE | |
| General note | 1. The Changing Role of Media Planning in Brand Support: Media Planning and IMC<br/>2. Establishing a Media Framework<br/>3. Outlining the Components of Communication Plan<br/>4. How Marketing Objectives Affect Communication Planning<br/>5. The Role of Communication in Advertising and Marketing<br/>6. Working with a Situation Analysis<br/>7. Defining the Target Audience<br/>8. Geography’s Role in Planning<br/>9. Seasonality and Timing<br/>10. Competitive Analysis: Implications in Planning<br/>11. Working with Creative: Implications in Planning<br/>12. Working with a Communication Budget<br/>13. Setting Communication Objectives<br/>14. Communication Idea and Briefing<br/>15. Media Communication Strategy and Tactics<br/>16. Learning the Language of Media Panning<br/>17. Learning about Media Costs<br/>18. General Characteristics of Media<br/>19. Evaluating Media Vehicles<br/>20. Video Media<br/>21. Audio Media<br/>22. Print Media<br/>23. Out-of-Home Media<br/>24. Search Engine Marketing<br/>25. Online Display Advertising<br/>26. In-Store Media<br/>27. Social Media<br/>28. Direct Response<br/>29. Alternative Media<br/>30. Gaming<br/>31. Ethnic Media<br/>32. Sales Promotion<br/>33. Owned Media<br/>34. Earned Media<br/>35. Perspectives on International and Global Media Planning<br/>35. Perspectives on International and Global Media Planning<br/>36. Preparing a Communication Plan<br/>37. Media and Campaign Measurement<br/>38. Impact of Media Ownership on Advertising Execution<br/>39. Developing Test Plans<br/>40. Agency Compensation Structures<br/>41. Evaluating an Advertising Media Plan |
| 600 ## - SUBJECT ADDED ENTRY--PERSONAL NAME | |
| Personal name | Advertising Media Planning |
| 9 (RLIN) | 653 |
| 600 ## - SUBJECT ADDED ENTRY--PERSONAL NAME | |
| Personal name | Brand Name Products |
| 9 (RLIN) | 2032 |
| 600 ## - SUBJECT ADDED ENTRY--PERSONAL NAME | |
| Personal name | Marketing |
| 9 (RLIN) | 2033 |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Jugenheimer, Donald W. |
| 9 (RLIN) | 2016 |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Sheehan, Kim Bartel |
| 9 (RLIN) | 2017 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Book |
| Call number prefix | 659.111 |
| Call number suffix | KEL |
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