Effective Frequency

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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 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.

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/.

Marketing Communications

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Author : Micael Dahlen
language : en
Publisher: John Wiley & Sons
Release Date : 2009-12-21

Marketing Communications written by Micael Dahlen 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 2009-12-21 with Business & Economics categories.

Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text. ***COMPANION WEBSITE - www.marketing-comms.com ***

Gsm Gprs And Edge Performance

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Author : Timo Halonen
language : en
Publisher: John Wiley & Sons
Release Date : 2003-11-21

Gsm Gprs And Edge Performance written by Timo Halonen 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 2003-11-21 with Technology & Engineering categories.

GSM, GPRS and EDGE Performance - Second Edition provides a complete overview of the entire GSM system. GSM (Global System for Mobile Communications) is the digital transmission technique widely adopted in Europe and supported in North America. It features comprehensive descriptions of GSM’s main evolutionary milestones - GPRS, (General Packet Radio Services) is a packet-based wireless communication service that promises data rates from 56 up to 114 Kbps and continuous connection to the Internet for mobile phone and computer users. AMR and EDGE (Enhanced Data GSM Environment), and such developments have now positioned GERAN (GSM/EDGE Radio Access Network) as a full 3G radio standard. The radio network performance and capabilities of GSM, GPRS, AMR and EDGE solutions are studied in-depth by using revealing simulations and field trials. Cellular operators must now roll out new 3G technologies capable of delivering wireless Internet based multimedia services in a competitive and cost-effective way and this volume, divided into three parts, helps to explain how: 1. Provides an introduction to the complete evolution of GSM towards a radio access network that efficiently supports UMTS services (GERAN). 2. Features a comprehensive study of system performance with simulations and field trials. Covers all the major features such as basic GSM, GPRS, EDGE and AMR and the full capability of the GERAN radio interface for 3G service support is envisaged. 3. Discusses different 3G radio technologies and the position of GERAN within such technologies. Featuring fully revised and updated chapters throughout, the second edition contains 90 pages of new material and features the following new sections, enabling this reference to remain as a leading text in the area: Expanded material on GPRS Includes IMS architecture (Rel’5) and GERAN (Rel’6) features Presents field trial results for AMR and narrowband Provides EGPRS deployment guidelines Features a new chapter on Service Performance An invaluable reference for Engineering Professionals, Research and Development Engineers, Business Development Managers, Technical Managers and Technical Specialists working for cellular operators

Key Marketing Metrics

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Author : Neil Bendle
language : en
Publisher: Pearson UK
Release Date : 2021-02-12

Key Marketing Metrics written by Neil Bendle and has been published by Pearson UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-02-12 with Business & Economics categories.

Measure, manage and get the most out of your marketing. Key Marketing Metrics is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, you will understand the pros, the cons and the nuances of more than 50 of the most important metrics, and know exactly how to choose the right one for every challenge. With leading experts, discover how to build your reputation by: Using marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and “triangulate” to optimal solutions Applying high-value metrics for virtually every facet of marketing to maximise the return on your investment and identify the best new opportunities for profit Building models to assist with planning to give you the best tools for decision-making In its third edition, this award-winning book now includes the latest web, online, social, and email metrics, plus new insights into measuring marketing ROI and brand equity.

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.

Strategic Media Planning And Buying

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Author : Basant Rathore
language : en
Publisher: Taylor & Francis
Release Date : 2024-05-31

Strategic Media Planning And Buying written by Basant Rathore and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-05-31 with Business & Economics categories.

This book explores media planning, media buying and the advertising landscape in India. It provides a comprehensive look into the essential aspects of media strategies for brands and businesses to effectively reach their intended audiences and consumers. The book cuts through and demystifies complex media jargon and theories to provide an understanding of the key concepts for developing a media mix that will yield results for businesses. It discusses media research and theories and offers marketers suggestions on how to use both traditional and digital media effectively to build brands. The first section of the book introduces the basics of media theory, including data collection methodologies and their application. The second section covers the fundamentals of planning a media strategy and advertising plans and campaigns based on the goals of the company or brand. The third section discusses the practical nuances of planning – like media mix selections, media vehicle selections and media buying across all types of media. This book will be of interest to students and researchers of business and management studies, media and communication studies as well as to marketing and media professionals working in different sectors of business.

Marketing Communications

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Author : John R Rossiter
language : en
Publisher: SAGE
Release Date : 2018-08-21

Marketing Communications written by John R Rossiter and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-08-21 with Business & Economics categories.

Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan. The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools – Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern – as well as by the London Business School, Oxford’s Said Business School, and by most of the top business schools in Europe such as Erasmus University Rotterdam, INSEAD, and the Stockholm School of Economics. Key features include: An author analytical approach with checklist frameworks in chapters, providing students with a systematic guide to doing marketing communications. A managerial perspective, helping students to become a marketing manager and study as though they are in the role. Coverage of key new marketing communications topics such as branding and social media. In each of the end-of-chapter questions there are mini-cases that involve real brands, and the numerous examples throughout the text refer to globally known brands such as Gillette, Mercedes, Revlon, and Toyota. The book is supported by online instructor resources, including PowerPoint slides and teaching outlines for each chapter, multiple choice exam questions and answers, team project templates, true and false quizzes and answers, and an instructor manual. Suitable for Marketing Communications and Advertising & Promotion modules at UG and PG levels.

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