Advertising Media Workbook and Sourcebook (Record no. 100981)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02748aam a2200229 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20160309121044.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 160309b xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780765640949 |
| 040 ## - CATALOGING SOURCE | |
| Transcribing agency | |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.13 |
| Item number | KEL |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Kelley, Larry D. |
| 9 (RLIN) | 2015 |
| 245 ## - TITLE STATEMENT | |
| Title | Advertising Media Workbook and Sourcebook |
| 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 | 370p |
| 500 ## - GENERAL NOTE | |
| General note | Introduction<br/><br/>Part I: Marketing and Communication Planning<br/>1. Working with a Communication Work Plan<br/>2. Outlining the Components of a Communication Plan<br/>3. Working with a Communication Planning Worksheet<br/>4. Working with Competitive Media Information<br/>5. Working with a Situation Analysis<br/>6. Working with a Brand Purchase Funnel<br/>7. Working with Communication Objectives<br/>8. Working to Define the Target Market<br/>9. Working with Geographic Marketing Information<br/>10. Working with Seasonality Marketing Information<br/>11. Working with a Communication Budget<br/><br/>Part II: Media Objectives and Strategies<br/>12. Working to Define Media Objectives<br/>13. Working with Reach<br/>14. Working with Combinations of Media<br/>15. Working with Frequency<br/>16. Working with Frequency Levels<br/>17. Working with Emotional versus Rational Appeals<br/>18. Working with Test Cities and Standards<br/>19. Working with Quintiles<br/>20. Working to Define Media Strategies<br/>21. Effectiveness, Engagement, and Commoditization<br/><br/>Part III: Media Tactics<br/>22. Working to Define Media Tactics<br/>23. Working with Media Cost Comparisons<br/>24. Working with Estimating<br/>25. Working with a Media Calendar and Flowcharts<br/><br/>Part IV: Broadcast Media<br/>26. Working with Broadcast Media Estimates<br/>27. Working with Broadcast Media Costs<br/>28. Working with Broadcast Negotiations<br/><br/>Part V: Print Media<br/>29. Working with Print Media Estimates<br/>30. Working with Print Media Costs<br/>31. Working with Print Negotiations<br/><br/>Part VI: Out-of-Home Media<br/>32. Working with Out-of-Home Media<br/>33. Working with Out-of-Home Media Costs<br/>34. Working with Out-of-Home Negotiation<br/><br/>Part VII: Digital Media<br/>35. Working with Online Display Media Estimates<br/>36. Working with Analytics<br/>37. Working with Online Display Media Costs<br/>38. Working with Search Engine Marketing<br/>39. Working with Facebook and Twitter<br/>40. Working with Online Video Ads<br/>41. Working with Mobile Media<br/><br/>Part VIII: Media Tools, Analysis, and Resources<br/>42. Combining Sources and Data<br/>43. Manipulating Data<br/>44. Working with Basic Media Math<br/>45. Working with Media Websites |
| 600 ## - SUBJECT ADDED ENTRY--PERSONAL NAME | |
| Personal name | Advertising Media Planning |
| 9 (RLIN) | 653 |
| 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 | 659.13 |
| Call number suffix | KEL |
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