Advertising Reach And Frequency
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Advertising Reach And Frequency
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Author : Colin McDonald
language : en
Publisher: Contemporary Books
Release Date : 1996
Advertising Reach And Frequency written by Colin McDonald and has been published by Contemporary Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996 with Business & Economics categories.
This expanded edition of the classic study of the subject provides leading-edge discussion and analysis of advertising reach and frequency and their effects, with authoritative discussion of the new evidence published since the first edition. Advertising Reach and Frequency: Maximizing Advertising Results Through Effective Frequency corrects misconceptions and provides practical guidance for more effective thinking about how to use media.
Advertising Media Planning
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Author : Peggy Jean Kreshel
language : en
Publisher:
Release Date : 1985
Advertising Media Planning written by Peggy Jean Kreshel and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1985 with Advertising media planning categories.
Advanced Media Planning
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Author : John R. Rossiter
language : en
Publisher: Springer Science & Business Media
Release Date : 2011-06-27
Advanced Media Planning written by John R. Rossiter and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-06-27 with Business & Economics categories.
Media planning consists of formulating a media strategy to deliver the creative so as to best meet the brand's advertising objectives, and then implementing that strategy in an accurate and cost-effective manner. Given that approximately ninety percent of advertising dollars are spent in media, a sound understanding of media planning is essential for the researcher and professional media planner alike. Although this book provides a novel and advanced approach to media planning, the basics are covered as well, making the book suitable for trainees. The authors argue that current media planning is still too conventional, that while reach and frequency are not incorrect, they are certainly too simplistic for modern media planning. This book introduces the advanced concept of using reach patterns in making the reach decision, and develops the method of factoring in effective frequency when making the frequency decision. Reach patterns are an entirely new concept. Effective frequency, while not new, needs proper definition and an operational formula for its calculation, both of which are provided here. Other new concepts are introduced and shown to be necessary for choosing an appropriate media strategy. The media planning software, `Media Mania', designed by Peter Danaher, can be downloaded using the following link: http://www.mbs.edu/Media-Mania-Software/.
Advertising Media Planning
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Author : Jack Zanville Sissors
language : en
Publisher:
Release Date : 1982
Advertising Media Planning written by Jack Zanville Sissors and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1982 with Business & Economics categories.
Media Planning From Recency To Engagement
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Author : Erwin Ephron
language : en
Publisher: ICFAI Books
Release Date : 2006-06-03
Media Planning From Recency To Engagement written by Erwin Ephron and has been published by ICFAI Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-06-03 with categories.
Media planning was a cost; a base-camp support group for those highly paid troops on the front line. That has changed. Agency Media has come a long way from the mail-room assignment of simply delivering the message. Today, media planners are responsible f
Advertising Media Planning
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Author : Larry D. Kelley
language : en
Publisher: Routledge
Release Date : 2015-03-27
Advertising Media Planning written by Larry D. Kelley and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-03-27 with Business & Economics categories.
The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis, as well as those who must ultimately approve strategic media decisions. Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach, and real-world business examples. Several new chapters have been added to the fourth edition, including: International advertising Campaign evaluation The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today Evaluating media vehicles, filled with up-to-date examples Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media Increased coverage of communication planning Added focus on the importance of media strategy early on in the book Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.
Advanced Media Strategy
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Author : John R. Rossiter
language : en
Publisher:
Release Date : 1995
Advanced Media Strategy written by John R. Rossiter and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with Advertising media planning categories.
The Online Advertising Playbook
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Author : Joe Plummer
language : en
Publisher: John Wiley & Sons
Release Date : 2007-07-20
The Online Advertising Playbook written by Joe Plummer and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-07-20 with Business & Economics categories.
Praise for The Online Advertising Playbook "Finally, someone has documented all we know about online advertising and how to do it right. As much as this confirms that online advertising really works, we know that marketers don't always get it right. The ARF's The Online Advertising Playbook provides critical insight on what sticks and what doesn't in online advertising and marketing." —Greg Stuart, CEO and President, Interactive Advertising Bureau and coauthor of What Sticks "The Online Advertising Playbook's principles, case studies, and strategic insights equip marketers with the best knowledge available. It will help your online advertising achieve the full range of marketing objectives, from lead generation and customer acquisition to driving trial and loyalty." —Tim Kopp, Vice President, Global Interactive Marketing, The Coca-Cola Company "To grow interactive marketing from here we need to institutionalize our wisdom and experience about what works. This book explains, in a disciplined way, what marketers have learned from a decade of massive change." —Ted McConnell, Interactive Innovation Director, Procter & Gamble "The Online Advertising Playbook is a milestone in the maturation of interactive advertising, but also an invaluable go-to guide for managers trying to make smart decisions with their advertising budgets." —Van Riley, Vice President of Research, AOL "The best marketing communication is spawned from what I call 'informed intuition.' After reading The Online Advertising Playbook, I am far better informed on how to optimize the online channel in our advertising and promotional programs. It's a perfect blend of case studies and research-backed learning." —Rod DeVar, Manager, Advertising and Promotion, United States Postal Service "Savvy marketers should take advantage of The Online Advertising Playbook's findings and principles to get real results." —Chris Theodoros, Director of Industry Relations, Google "A work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati." —Mike Donahue, Executive Vice President, American Association of Advertising Agencies "This is a must-read for any marketing executive involved in online advertising. It's high time that a book looks at online advertising in the context of an integrative promotional strategy, one meant to set objectives, establish creative strategies, and measure results. The book nicely ties the various components of online advertising to relevant case studies, and the emphasis on measurement and results is refreshing. Not only is it relevant for marketing executives, it would also be a good basic text for any Internet advertising course and a good adjunct to any Internet marketing course." —Henry Assael, Professor of Marketing, Stern School of Business, New York University
Effective Frequency
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Author : Michael J. Naples
language : en
Publisher: McGraw-Hill Companies
Release Date : 1979
Effective Frequency written by Michael J. Naples and has been published by McGraw-Hill Companies this book supported file pdf, txt, epub, kindle and other format this book has been release on 1979 with Advertising categories.
Advertising Media Planning
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Author : Larry D. Kelley
language : en
Publisher: Taylor & Francis
Release Date : 2022-12-30
Advertising Media Planning written by Larry D. Kelley and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-12-30 with Business & Economics categories.
Advertising Media Planning blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of media planning. Taking a unique brand communication approach from an agency perspective, the textbook is organized into four key parts, walking the student through the foundations of brand communication, communication planning, the different media channels available, and the process of preparing, presenting, and evaluating a media plan. This 5th edition has been fully updated to include: • An emphasis throughout on digital and global media planning • New chapters on the role of brand communication, media planning and data analytics, paid media, mobile media, influencer marketing, and B2B media • New mini-case studies and innovation-focused call-out boxes throughout, showcasing media examples from Europe, the United States, and Asia • Discussion questions to foster engagement and understanding A highly regarded new edition, this practical and integrated textbook should be core reading for advanced undergraduate and postgraduate students studying Media Planning, Advertising Management, Integrated Marketing Communication, and Brand Management. Instructor resources include: PowerPoint slides, a test bank, and an instructor manual.