Mediaplanung
DOWNLOAD
Download Mediaplanung PDF/ePub or read online books in Mobi eBooks. Click Download or Read Online button to get Mediaplanung book now. This website allows unlimited access to, at the time of writing, more than 1.5 million titles, including hundreds of thousands of titles in various foreign languages. If the content not found or just blank you must refresh this page
Behavioural Targeting
DOWNLOAD
Author : Alice Klever
language : en
Publisher: Diplomica Verlag
Release Date : 2009-08-28
Behavioural Targeting written by Alice Klever and has been published by Diplomica Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-08-28 with Business & Economics categories.
Consumers today are in the focus of a wide range of companies in a more and more global world, all of which implies an increase of marketing activities and hence an increase of advertising effort. Hundreds or even thousands of advertising messages are put in front of consumers every day through various media channels. However, every targeted customer has a very limited ability of perceiving advertising messages and even a smaller percentage of what has been recognized is considered as being relevant. Therefore consumers quite often feel harassed and overloaded by the mass of information, the quality of advertising and the context in which it is shown, and react protective towards advertising, especially when they do not belong to the target group of the advertised product or service. This implies a great amount of budget wastage and a potential damage to brand images, since too many consumers are targeted with the wrong advertising message. Furthermore media consumption has changed over the years, while the consumption of TV for instance remains stable, the internet consumption increases dramatically, in the younger target groups it has already outgrown the TV consumption, and therefore an attenuation of this trend can be expected. This means more and more prospective consumers will spend more and more time online and are therefore important potential targets for advertising campaigns. Keeping in mind the negative consequences of the irrelevant and too intense advertising the question arises if there is a way to avoid the drawbacks of offline media and use the opportunities offered by online media. The necessity of defining the right target group for an advertising campaign is as undoubted as the difficulties implied in that process, the end product being able to target the right persons online. Behavioural targeting might offer a way to analyse online media and therefore to contribute to the requirements for optimal media planning in order to achieve a high degree
Mediaplanung
DOWNLOAD
Author : Fritz Unger
language : de
Publisher: Springer-Verlag
Release Date : 2013-07-02
Mediaplanung written by Fritz Unger and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-07-02 with Business & Economics categories.
Kommunikationsziele durch die geeignete Auswahl der Werbeträger kostengünstig realisieren: Der Autor zeigt, wie Sie Mediaplanung in die gesamte Marketingkommunikation integrieren. Mediaplanung als Entscheidungsprozess - ausgehend von Mediaselektion, Marktsegmentierung, Zielbestimmung und dem Einfluss der Kommunikationsinhalte auf Mediaentscheidung und Budgetierung. Mediaforschung als Informationsbasis für Mediaplanung. Mit einem umfassenden Intermediavergleich von TV, Print, Außenwerbung, Hörfunk, Kino, Internet. Neu: Mediaforschung in der Schweiz, B-to-B-Sektor, neueste Methoden zur Erforschung der Plakatwahrnehmung, aktuellste Mediadaten.
The Media Handbook
DOWNLOAD
Author : Helen Katz
language : en
Publisher: Routledge
Release Date : 2016-08-25
The Media Handbook written by Helen Katz and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-08-25 with Business & Economics categories.
The Media Handbook provides a practical introduction to the advertising media planning and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this sixth edition reflects the critical changes in how advertising in various media is planned, bought, and sold by today’s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, covering paid, owned, and earned media forms, including digital media. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and the client. Also available is a Companion Website that expands The Media Handbook’s content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research.
Planning Media
DOWNLOAD
Author : William J. Donnelly
language : en
Publisher:
Release Date : 1996
Planning Media written by William J. Donnelly and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996 with Advertising categories.
For courses in Media Planning and Advertising Media. Very contemporary in its perspective, this text not only explains and illustrates tools of the trade, but also explains the "why" and "how" while demonstrating the creative mind at work.
Advertising Media Planning
DOWNLOAD
Author : Larry D. Kelley
language : en
Publisher: Routledge
Release Date : 2012
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 2012 with Advertising media planning categories.
Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.
Mediaplanung
DOWNLOAD
Author : Fritz Unger
language : de
Publisher: Springer-Verlag
Release Date : 2012-11-27
Mediaplanung written by Fritz Unger and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-11-27 with Business & Economics categories.
Mediaplanung ist ein Instrument, um Kommunikationsziele durch geeignete Auswahl der Werbeträger möglichst kostengünstig zu realisieren. Die Autoren zeigen, wie sich Mediaplanung in die Marketingkommunikation integrieren lässt: als Entscheidungsprozess hinsichtlich Mediaselektion und Marktsegmentierung, Zielbestimmung, Kommunikationsinhalte und Budgetierung. Ein beträchtlicher Teil des Buchs ist der Mediaforschung sowie den verschiedenen Mediagattungen gewidmet. Dabei werden aktuelle Entwicklungen und Daten der relevanten Medien berücksichtigt.
The Media Handbook
DOWNLOAD
Author : Helen E. Katz
language : en
Publisher: Psychology Press
Release Date : 2003
The Media Handbook written by Helen E. Katz and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
Written as an introduction to the media planning and buying process, this handbook should help the college student gain a clearer understanding of what media is and how it fits into the overall marketing process. It should also be useful for those working in the advertising or media industries.
Advertising Media Planning
DOWNLOAD
Author : Larry D. Kelley
language : en
Publisher: M.E. Sharpe
Release Date : 2008
Advertising Media Planning written by Larry D. Kelley and has been published by M.E. Sharpe this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with categories.
Media Convergence Handbook Vol 2
DOWNLOAD
Author : Artur Lugmayr
language : en
Publisher: Springer
Release Date : 2016-05-11
Media Convergence Handbook Vol 2 written by Artur Lugmayr and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-05-11 with Business & Economics categories.
The Media Convergence Handbook sheds new light on the complexity of media convergence and the related business challenges. Approaching the topic from a managerial, technological as well as end-consumer perspective, it acts as a reference book and educational resource in the field. Media convergence at business level may imply transforming business models and using multiplatform content production and distribution tools. However, it is shown that the implementation of convergence strategies can only succeed when expectations and aspirations of every actor involved are taken into account. Media consumers, content producers and managers face different challenges in the process of media convergence. Volume II of the Media Convergence Handbook tackles these challenges by discussing media business models, production, and users' experience and perspectives from a technological convergence viewpoint.
Managing Media And Digital Organizations
DOWNLOAD
Author : Eli M. Noam
language : en
Publisher:
Release Date : 2019
Managing Media And Digital Organizations written by Eli M. Noam and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with Communication categories.
What does it take for success in the media business? Creativity, innovation, and performance, of course. Plus experience and good judgment. However, it also requires an understanding of the principles and tools of management. This book summarizes the major dimensions of a business school curriculum and applies them to the entire media, media-tech, and digital sectors. Its chapters cover--in a jargonless, non-technical way--the major management functions. First, creating a media product: the financing of projects and the management of technology, HR, production operations, intellectual assets, and government relations. Second, harvesting the product created: market research, marketing, pricing, and distribution. And third, is the control loop: media accounting and strategy planning. The books interdisciplinary approach goes beyond an industry-by-industry coverage and centers around management functions. In the process, this book becomes an indispensable resource for those aiming for a career in the media and digital field, both in startups and established organizations. It is also a work that helps advance the entire field--the management of information resources and products--to a more central role in business analysis. This book is designed to help those already in the sector or those joining it to become creative managers and managerial creatives. It aims to make managers in this field more knowledgeable, less blinded by hype, more effective, more productive, and more responsible.
