Advertising media planning : a brand management approach
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Main Authors | , |
---|---|
Format | Book |
Language | English |
Published |
Armonk, N.Y. :
M.E. Sharpe,
c2008
|
Edition | 2nd ed. |
Subjects | |
Online Access | Obsah |
Cover
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MARC
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001 | 53969 | ||
003 | CZ ZlUTB | ||
005 | 20190826001958.0 | ||
008 | 070530s2008 xxuad 001 0 eng | ||
020 | |a 9780765620323 |q (váz.) | ||
035 | |a (OCoLC)ocn137325202 | ||
035 | |a (OCoLC)137325202 | ||
040 | |a DLC |c DLC |d BAKER |d BTCTA |d YDXCP |d C#P |d BWX |d DLC |d ZLD002 | ||
072 | 7 | |a 659 |x Reklama. Public relations. Média |2 Konspekt |9 4 | |
080 | |a 659.13/.16 |2 MRF | ||
080 | |a 658.626 |2 MRF | ||
080 | |a 005:658.626 |2 MRF | ||
080 | |a (035) |2 MRF | ||
100 | 1 | |a Kelley, Larry D., |d 1955- |7 utb2009546577 |4 aut | |
245 | 1 | 0 | |a Advertising media planning : |b a brand management approach / |c Larry D. Kelley and Donald W. Jugenheimer |
250 | |a 2nd ed. | ||
260 | |a Armonk, N.Y. : |b M.E. Sharpe, |c c2008 | ||
300 | |a viii, 188 s. : |b il. ; |c 23 cm | ||
500 | |a Obsahuje rejstřík | ||
505 | 0 | |a Why media are important -- Learning the language of media -- Learning about media costs -- The media and their characteristics -- How marketing objectives impact media planning -- Defining the target audience -- Geography's role in planning -- Seasonality and timing -- Creative implications -- Competitive analysis -- Setting media communication goals -- How to prepare an advertising media plan -- Evaluating an advertising media plan -- Matching media to the total brand plan -- Developing test plans -- What to look for in media execution -- Effects, tools, and trends -- Appendix: How the advertising business is organized | |
650 | 0 | 7 | |a reklamní média |7 ph125094 |2 czenas |
650 | 0 | 7 | |a obchodní značky |7 ph166532 |2 czenas |
650 | 0 | 7 | |a řízení značky |7 ph205089 |2 czenas |
650 | 0 | 9 | |a advertising media |2 eczenas |
650 | 0 | 9 | |a brand name products |2 eczenas |
650 | 0 | 9 | |a brand management |2 eczenas |
655 | 7 | |a příručky |7 fd133209 |2 czenas | |
655 | 9 | |a handbooks, manuals, etc |2 eczenas | |
700 | 1 | |a Jugenheimer, Donald W., |d 1943- |7 utb2009546578 |4 aut | |
856 | 4 | 1 | |3 Obsah |u http://www.loc.gov/catdir/toc/ecip0719/2007022346.html |
910 | |a ZLD002 | ||
992 | |a BK |b SK |d 1 | ||
999 | |c 53969 |d 53969 | ||
952 | |0 0 |1 0 |4 0 |6 659KELLEYLD |7 0 |8 BOOK |9 98564 |a UTBZL |b UTBZL |c 006 |d 2009-11-12 |l 2 |m 1 |o 659/KELLEY,L.D. |p 420010127158 |r 2022-03-10 |s 2022-01-12 |v 2150.00 |w 2019-08-26 |x N:nákup; |x 20100831 |y 04 |