Buying Audiences
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Buying Audiences
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Author : Paula Muñoz
language : en
Publisher: Cambridge University Press
Release Date : 2019
Buying Audiences written by Paula Muñoz and has been published by Cambridge University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with Political Science categories.
Develops a new theory of how politicians campaign and deploy electoral clientelism in weak party systems.
Buying The Audience
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Author : Dan Andrew
language : en
Publisher:
Release Date : 2023
Buying The Audience written by Dan Andrew and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023 with categories.
This thesis examines the role that advertising plays in the creation and trading of audiences with commercial media providers, and the impacts new forms of digital advertising have had on the audience marketplace. The audience marketplace has been examined from a variety of theoretical and epistemological positions, yet the role advertisers play in how the audience marketplace operates is largely overlooked. The present research argues that new digital advertising channels and technology have changed how the audience product is created and traded in the audience marketplace. Advertisers play a larger role in the creation of digital audiences than for traditional advertising media, and a new model used to trade online audiences has evolved as a result. Other components of the audience marketplace have similarly evolved to meet the needs of digital advertisers. Examining the work of practitioners engaged in the planning and buying of advertising placements, this research reveals how the professional judgement of those employed at media buying agencies determines how much of their client's advertising budgets are allocated to media providers who rely on advertising revenue to remain financially viable. In the process of distributing advertising spends, the advertising industry is an important component of the media industry that is often ignored or diminished when studying how media content is produced and distributed. Using semi-structured interviews with advertising industry practitioners, this research project reveals what role advertisers play in the audience marketplace, how digital advertising has changed how they engage with audiences, and the important role that the professional judgment of practitioners plays in the advertising process.
Rating The Audience
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Author : Mark Balnaves
language : en
Publisher: A&C Black
Release Date : 2011-10-25
Rating The Audience written by Mark Balnaves and has been published by A&C Black this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-10-25 with Social Science categories.
This book is available as open access through the Bloomsbury Open Access programme and is available on www.bloomsburycollections.com. Knowing, measuring and understanding media audiences have become a multi-billion dollar business. But the convention that underpins that business, audience ratings, is in crisis. Rating the Audience is the first book to show why and how audience ratings research became a convention, an agreement, and the first to interrogate the ways that agreement is now under threat. Taking a historical approach, the book looks at the evolution of audience ratings and the survey industry. It goes on to analyse today's media environment, looking at the role of the internet and the increased difficulties it presents for measuring audiences. The book covers all the major players and controversies, such as Facebook's privacy rulings and Google's alliance with Nielsen. Offering the first real comparative study, it will be critical for media students and professionals.
The Media Handbook
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Author : Helen Katz
language : en
Publisher: Taylor & Francis
Release Date : 2022-07-07
The Media Handbook written by Helen Katz and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-07-07 with Business & Economics categories.
The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today with: a new chapter on how audiences are defined and created reorganization of the media channel chapters to cover planning and buying together expanded coverage of digital formats in all channels added discussion of measurement completely updated data and examples. The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments. Supplemental online resources for both students and instructors are also available. For students, there is a list of key media associations and chapter overviews. To assist in their course preparation, instructors will find lecture slides, sample test questions, and new sample media planning exercise scenarios with accompanying practice spreadsheets. These resources are available at www.routledge.com/9780367775568, under Support Material.
Understanding Audience Engagement In The Contemporary Arts
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Author : Stephanie E. Pitts
language : en
Publisher: Routledge
Release Date : 2020-09-23
Understanding Audience Engagement In The Contemporary Arts written by Stephanie E. Pitts and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-09-23 with Business & Economics categories.
Drawing on unique multi-arts, multi-city scholarly research, Understanding Audiences for the Contemporary Arts makes a timely and urgent contribution to debates about the place of arts and culture in contemporary society. The authors critically interrogate the challenges of access, diversity, privilege and responsibility in contemporary art. Asking who benefits from, pays for and consumes the arts, the book highlights fresh, forward-thinking audience and organisational attitudes that show the potential of live arts engagement to contribute to engaged citizenship. Complemented by comparative global analysis, the cutting-edge insights in this book are relevant for interdisciplinary researchers across audience studies and beyond. Enhanced by a new framework for the understanding audience engagement, the book is relevant to scholars, policymakers and reflective practitioners across the spectrum of arts and cultural industries management. Chapter 7 of this book is freely available as a downloadable Open Access PDF under a CC BY-NC-ND 4.0 license here.
Arts Marketing Insights
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Author : Joanne Scheff Bernstein
language : en
Publisher: John Wiley & Sons
Release Date : 2011-01-19
Arts Marketing Insights written by Joanne Scheff Bernstein 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 2011-01-19 with Business & Economics categories.
Audience behavior began to shift dramatically in the mid 1990s. Since then, people have become more spontaneous in purchasing tickets and increasingly prefer selecting specific programs to attend rather than buying a subscription series. Arts attenders also expect more responsive customer service than ever before. Because of these and other factors, many audience development strategies that sustained nonprofit arts organizations in the past are no longer dependable and performing arts marketers face many new challenges in their efforts to build and retain their audiences. Arts organizations must learn how to be relevant to the changing lifestyles, needs, interests, and preferences of their current and potential audiences. Arts Marketing Insights offers managers, board members, professors, and students of arts management the ideas and information they need to market effectively and efficiently to customers today and into the future. In this book, Joanne Scheff Bernstein helps readers to understand performing arts audiences, conduct research, and provide excellent customer service. She demonstrates that arts organizations can benefit by expanding the meaning of "valuable customer" to include single-ticket buyers. She offers guidance on long-range marketing planning and helps readers understand how to leverage the Internet and e-mail as powerful marketing channels. Bernstein presents vivid case studies and examples that illustrate her strategic principles in action from organizations large and small in the United States, Great Britain, Australia, and other countries.
Media Planning Buying In The 21st Century
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Author : Ronald D. Geskey
language : en
Publisher: Createspace Independent Publishing Platform
Release Date : 2014-10-29
Media Planning Buying In The 21st Century written by Ronald D. Geskey and has been published by Createspace Independent Publishing Platform this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-10-29 with Advertising media planning categories.
Advertising Media Planning and Buying Textbook NEW! Media Planning & Buying in the 21st Century (3rd edition) is a leading textbook for students and early career professionals about the process of marketing-media planning, media buying and media sales in the 21st century. It is the most comprehensive and up to date media book available explaining the basics of media in simple English and a 21st century integrated marketing communications (IMC) perspective. Media Planning & Buying in the 21st Century The book includes 26 chapters leading readers step by step in the development of an actual media plan. Chapters include entry level definitions and perspectives; the media revolution; the concepts of audience, impact and media costs; media math; media in marketing, how media work; target marketing and geographic development; the tools of IMC; role of traditional vs. digital media; internet marketing; developing a strategic media plan; media negotiations and buying; media sales; the future, and a few surprises. The Media Planning Revolution Let the buyer beware! We are in the early stages of a media revolution with exponential change everywhere-- which impacts every aspect of the marketing communications and advertising media planning process. Examples: changes in demographics; demand for integrated marketing communications and interactivity; demand for accountability; new technologies and media innovations; certain traditional media will likely flounder; media convergence will continue; and consumers will gain even more control over their media/ advertising consumption. Jesse James Rides Again! As if learning about the exciting changes like those cited above wasn't enough, here's a new and perhaps unexpected challenge for advertising media professors, students, and professionals alike. In the good old days, media planning and buying and selling used to be a "goody two shoes" occupation, i.e., there was little to no fraud found in buying or selling media, no fake audiences, no cheating, no illegal cooking the books, no computer programs dedicated to stealing from advertisers. Disagreements, yelling and screaming, yes; but intentional dishonesty and breaking the law? No. Multi-million dollar deals with television networks were sealed with a phone call or a handshake. There was mutual trust between buyers and sellers. If a magazine rep promised a page 1 position, you could take it to the bank. Caveat-Emptor Today, we are once again living in the Wild, Wild West. We are saturated with internet sales hype, dubious audience definitions, and rampant on line ad fraud perpetrated by a large handful of crooks. With bogus clicks and fake impressions and no transparency, advertisers are being cheated out of at least $10-11 billion or more annually by fraudsters. What's worse, this fraud is taking place in the open. Industry leadership knows about it, but has done nothing because everyone profits from it (except advertisers). The Author: Ronald D. Geskey, Sr. Ronald D. Geskey, Sr. spent over 30 years in account & media management at leading worldwide ad agencies and teaching advertising and media at some leading U.S. universities; including: Leo Burnett/Chicago, Texas Tech, D'Arcy, Campbell Ewald and General Motors R*Works. Ron worked with clients such as Allstate, Midland Bank, Green Giant, KFC, Heinz Ketchup, Glad Bags, 3M Company, Conwed, Chevrolet Motor Division, Chevrolet dealers, and General Motors. Ron has a masters in marketing/communication from Southern Illinois University, and other post graduate work at Northwestern, Michigan State, and Wharton.
Ratings Analysis
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Author : James Webster
language : en
Publisher: Routledge
Release Date : 2013-10-30
Ratings Analysis written by James Webster and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-30 with Social Science categories.
This 4th edition of Ratings Analysis describes and explains the current audience information system that supports economic exchange in both traditional and evolving electronic media markets. Responding to the major changes in electronic media distribution and audience research in recent years, Ratings Analysis provides a thoroughly updated presentation of the ratings industry and analysis processes. It serves as a practical guide for conducting audience research, offering readers the tools for becoming informed and discriminating consumers of audience information. This updated edition covers: International markets, reflecting the growth in audience research businesses with the expansion of advertising into new markets such as China. Emerging technologies, reflecting the ever increasing ways to deliver advertising electronically and through new channels (social media, Hulu) Illustrates applications of audience research in advertising, programming, financial analysis, and social policy; Describes audience research data and summarizes the history of audience measurement, the research methods most often used, and the kinds of ratings research products currently available; and Discusses the analysis of audience data by offering a framework within which to understand mass media audiences and by focusing specifically to the analysis of ratings data. Appropriate for all readers needing an in-depth understanding of audience research, including those working in advertising, electronic media, and related industries, Ratings Analysis also has much to offer academics and policy makers as well as students of mass media.
Content Marketing
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Author : Gavin Turner
language : en
Publisher: Erwin Ronel Cruz
Release Date : 2019-05-17
Content Marketing written by Gavin Turner and has been published by Erwin Ronel Cruz this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-05-17 with Business & Economics categories.
If you want to create content like BuzzFeed that turns a simple click into a money making sale for your business, then keep reading... Did you know, in just the first 60 seconds of your day... -87,500 tweets are posted on Twitter -3.8 Million Google searches are typed -1 Million people are logging into Facebook That ́s how big content is being consumed each minute every single day of people ́s lives. As the saying goes: "Content is King." Now the big question is how can you leverage content to make people buy from you? This is where the newest marketing approach known as Content Marketing comes in. Content Marketing uses strategic planning and posting content that sells and engages your audience which spells the difference between customer retention and missed sales. All you need to know is how to shoot your message like an arrow that your audience can ́t take off their chest. Gary Vee breaks it down: "You need to spend all of your time and energy on creating something that actually brings value to the people you're asking for money!" According to Pew Research, 77% of US Adults go online daily. This means you can reach 77% of a whole nation in one day... if you know how. It is time to discover the right roadmap to present your content and get the exposure you need to turn even a farmers shop into a worldwide company like Whole Foods Market. Author Gavin Turner knows what your audience wants and soon you will, too. In this complete step-by-step guide, Content Marketing: Proven Strategies to Attract an Engaged Audience Online with Great Content and Social Media to Win More Customers, Build your Brand and Boost your Business, you will discover: -Successful online content marketing strategies that big AAA companies use everyday -How one simple marketing step can rally your audience behind your mission and vision -Shortcuts to becoming an expert who can write content that sells and persuades -Quick start action steps that will instantly improve your content marketing results -The one concept you have to master to create more shares and likes than any other -Easy-to-implement step by step processes to keep you in control of your online footprint -Roadmaps and guidelines to building winning content marketing plans that no one else will ever tell you ...and much, much more! Added BONUSES: - Bonus 1: Includes a Bonus Chapter on how to create an effective 2-way marketing combination to leave all competitors behind - Bonus 2: Book preview on how to effectively promote your content on online platforms being used by more than 3 billion people Whether your business is small or big, a start-up or an established venture, the strategies contained in this book will make your companies name stick in everyone's head. Content marketing is the only marketing type for everyone. All it requires is your personal DNA, passion and a message to share. Scroll up and click the "Buy Now" button to instantly increase your sales by choosing the right content for your customer.
Resisting The News
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Author : Jennifer Rauch
language : en
Publisher: Routledge
Release Date : 2020-12-29
Resisting The News written by Jennifer Rauch and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-29 with Language Arts & Disciplines categories.
Resisting the News brings together unique insights from activists and alternative-media users to offer a distinctive perspective on the problems of journalism today—and how to fix them. Using critical-cultural theory and, in particular, the conceptual frameworks of ritual communication and interpretive communities, this book examines how audiences filter their interpretations of mainstream news through the prisms of their identities and experiences with alternative media and political protest. Jennifer Rauch gives voice to alternative-media audiences and illuminates the cultural resources, values, assumptions, critical skills, and discursive strategies through which they make sense of their news environments. Drawing on a 15-year research project, Rauch employs a variety of qualitative, quantitative, and quasi-ethnographic methods, including focus groups, media-use diaries, close-ended surveys, and open-ended questions, to paint a layered portrait of liberal and conservative critiques of journalism. Shedding new light on popular theories about "how news works" and about "mass" audiences, this book will be useful to students, scholars, and teachers of political communication, journalism studies, media studies, and critical-cultural studies.