Medici N De Audiencias Tom Micro Utilidades En La Elaboraci N De Un Plan De Medios
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Medici N De Audiencias Tom Micro Utilidades En La Elaboraci N De Un Plan De Medios
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Author : Belén Ávila Rodríguez de Mier, Francisco Llamazares Redondo
language : en
Publisher: ESIC
Release Date :
Medici N De Audiencias Tom Micro Utilidades En La Elaboraci N De Un Plan De Medios written by Belén Ávila Rodríguez de Mier, Francisco Llamazares Redondo and has been published by ESIC this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
La audiencia es la principal moneda de cambio de la publicidad: los medios diseñan sus contenidos en función del interés que despiertan en su audiencia y venden masas de audiencia de alto interés comercial. Por su parte, anunciantes y agencias compran espacios que les permitan alcanzar, de la mejor manera posible, a su público objetivo. De lo anterior se deriva la importancia que la investigación y medición de audiencias ha adquirido en el proceso de trabajo publicitario. Medición de audiencias: TOM Micro. Utilidades en la elaboración de un Plan de Medios, es un cuaderno de documentación pensado tanto para estudiantes de grado y posgrado como para aquellos profesionales que estén interesados en adentrarse en el mundo de la medición de audiencias y de la planificación de medios publicitarios. A lo largo de estas páginas se pretende familiarizar al lector con los conceptos básicos de la planificación de medios así como mostrar las principales aportaciones del software TOM Micro en el proceso de toma de decisiones estratégicas y tácticas de medios. El contenido se encuentra estructurado en tres grandes bloques: 1) Fuentes de medición de audiencias. Este primer apartado comienza con la historia y metodología de medición del Estudio General de Medios (EGM), trabajo de campo de cuyos datos se alimenta el software de planificación de medios TOM Micro. Además, se introducen organizaciones de relevancia para el sector publicitario como son la Asociación para la Investigación de Medios de Comunicación (AIMC), Kantar Media, comScore, Oficina de Justificación de la Difusión (OJD), Infoadex o Arce Media. Por último, se plantean cuatro cuestiones que invitan al lector a reflexionar sobre la medición de audiencias en el mercado español. 2) Conceptos básicos de la planificación de medios. En esta unidad se pretende familiarizar al lector con la terminología propia de la medición de audiencias y de la planificación de medios. Se parte de conceptos generales (medio, soporte, formato, posicionamiento, plan de medios o público objetivo) para, a continuación, tratar los conceptos más técnicos referidos a las variables estadísticas para el análisis de medios y soportes (audiencia, audiencia útil, rating point o afinidad); las variables para el análisis de campañas (cobertura, GRPs o OTS); las variables para el estudio de la ren- 9 tabilidad publicitaria de soportes y campañas (CPM y C/Rating); y, por último, las variables más propias de la planificación de medios digitales (visitantes, páginas vistas o CPC). El apartado finaliza con cuatro ejercicios con sus correspondientes soluciones que ayudaran al lector a interiorizar los conceptos aprendidos. 3) Creación de informes con TOM Micro. En este último punto se explica cómo obtener mediante TOM Micro una serie de información de alta utilidad para tomar decisiones estratégicas y tácticas de medios. El lector aprenderá a cuantificar públicos objetivos, a hacer consumos y perfiles de medios o a evaluar campañas.
Advertising Media Planning
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Author : Jack Zanville Sissors
language : en
Publisher:
Release Date : 1986
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 1986 with Planificación de medios publicitarios categories.
Communication Power
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Author : Manuel Castells
language : en
Publisher: Oxford University Press
Release Date : 2013-08-29
Communication Power written by Manuel Castells and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-08-29 with Business & Economics categories.
Drawing on a wide range of social and psychological theories, Castells presents original research on political processes and social movements. He applies this analysis to numerous recent events - the misinformation of the American public on the Iraq War,the global environmental movement to preventclimate change, the control of information in China and Russia, Barak Obama's internet-based presidential campaigns, and (in this new edition) responses to recent political and economic crises such as the Arab Spring and the Occupy movement. On the basis of these case studies he proposes a newtheory of power in the information age based on the management of communication networks.
Sales Force Management
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Author : Mark W. Johnston
language : en
Publisher: Routledge
Release Date : 2016-04-14
Sales Force Management written by Mark W. Johnston and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-04-14 with Business & Economics categories.
In this latest edition of Sales Force Management, Mark Johnston and Greg Marshall continue to build on the tradition of excellence established by Churchill, Ford, and Walker, increasing the book’s reputation globally as the leading textbook in the field. The authors have strengthened the focus on managing the modern tools of selling, such as customer relationship management (CRM), social media and technology-enabled selling, and sales analytics. It’s a contemporary classic, fully updated for modern sales management practice. Pedagogical features include: Engaging breakout questions designed to spark lively discussion Leadership challenge assignments and mini-cases to help students understand and apply the principles they have learned in the classroom Leadership, Innovation, and Technology boxes that simulate real-world challenges faced by salespeople and their managers New Ethical Moment boxes in each chapter put students on the firing line of making ethical choices in sales Role Plays that enable students to learn by doing A selection of comprehensive sales management cases on the companion website A companion website features an instructor’s manual, PowerPoints, and other tools to provide additional support for students and instructors.
Unesco S Internet Universality Indicators
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Author : Souter, David
language : en
Publisher: UNESCO Publishing
Release Date : 2019-04-23
Unesco S Internet Universality Indicators written by Souter, David and has been published by UNESCO Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-04-23 with Human rights categories.
Understanding Media
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Author : Marshall McLuhan
language : en
Publisher: Createspace Independent Publishing Platform
Release Date : 2016-09-04
Understanding Media written by Marshall McLuhan 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 2016-09-04 with categories.
When first published, Marshall McLuhan's Understanding Media made history with its radical view of the effects of electronic communications upon man and life in the twentieth century.
Marketing An Introduction Global Edition
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Author : Gary Armstrong
language : en
Publisher: Pearson Higher Ed
Release Date : 2019-07-04
Marketing An Introduction Global Edition written by Gary Armstrong and has been published by Pearson Higher Ed this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-07-04 with Business & Economics categories.
For undergraduate principles of marketing courses. Marketing: An Introduction shows students how customer value -- creating it and capturing it -- drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.
Advertising And Sales Promotion Strategy
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Author : Gerard J. Tellis
language : en
Publisher: Prentice Hall
Release Date : 1997
Advertising And Sales Promotion Strategy written by Gerard J. Tellis and has been published by Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997 with Business & Economics categories.
Gerard Tellis clearly communicates all aspects of promotion using the most recent social sciences research findings, to enable prospective managers to design their own successful strategies.
Empowerment And Poverty Reduction
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Author : Deepa Narayan-Parker
language : en
Publisher: World Bank Publications
Release Date : 2002-01-01
Empowerment And Poverty Reduction written by Deepa Narayan-Parker and has been published by World Bank Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-01-01 with Political Science categories.
This publication offers a framework for the empowerment of people living in poverty throughout the world that concentrates on increasing people's freedom of choice and action to shape their own lives. Based on analysis of practical experiences, the book identifies four key elements to support empowerment: information, inclusion and participation, improved accountability and local organisational capacity. This framework is then applied to five areas of action to improve development effectiveness: provision of basic services, improved local governance, improved national governance, pro-poor market development, and access to justice and legal aid. It also offers twenty 'tools and practices' which concentrate on a wide-range of topics to support the empowerment of the poor.
Air Pollution And Citizen Awareness
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Author : Daniela Simioni
language : en
Publisher: Santiago, Chile : United Nations ECLAC
Release Date : 2004
Air Pollution And Citizen Awareness written by Daniela Simioni and has been published by Santiago, Chile : United Nations ECLAC this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Political Science categories.
Air pollution has become a key problem of daily life in large cities. This publication sets out the results of a project conducted during 2000-2002 to study the management of air pollution in three Latin American cities of Mexico City, Sao Paulo and Santiago. The project focused on the awareness and participation of the inhabitants of the affected cities about the problem and the importance of citizen involvement for the development of effective policy strategies and mechanisms for air pollution control.