The Selection Of Advertising Media
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The Selection Of Advertising Media
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Author : John Waller Hobson
language : en
Publisher:
Release Date : 1968
The Selection Of Advertising Media written by John Waller Hobson and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1968 with Advertising categories.
Selecting Advertising Media
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Author : Harvey R. Cook
language : en
Publisher:
Release Date : 1969
Selecting Advertising Media written by Harvey R. Cook and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1969 with Advertising categories.
The Media Handbook
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Author : Helen Katz
language : en
Publisher: Routledge
Release Date : 2019-05-03
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 2019-05-03 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 seventh edition includes greater coverage of social media, buying automation, the continued digitization of media, and updated statistics on media consumption. It covers over the top television, programmatic TV, digital advertising, and the automation of buying across all media. Author Helen Katz provides a continued focus on how planning and buying tie back to the strategic aims of the brand and the client, keeping practitioners and students up to date with current industry examples and practices. The Companion Website to the book includes resources for both students and instructors. For students there are flashcards to test themselves on main concepts, a list of key media associations, a template flowchart and formulas. Instructors can find lecture slides and sample test questions to assist in their course preparation.
Advertising Media
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Author : Lyndon O. Brown
language : en
Publisher:
Release Date : 1957
Advertising Media written by Lyndon O. Brown and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1957 with categories.
Selecting Advertising Media
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Author : Harvey R. Cook
language : en
Publisher:
Release Date : 1969
Selecting Advertising Media written by Harvey R. Cook and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1969 with Advertising categories.
The Media Handbook
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Author : Helen E. Katz
language : en
Publisher: Taylor & Francis
Release Date : 2010
The Media Handbook written by Helen E. 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 2010 with Business & Economics categories.
Provides a practical introduction to the media planning and buying process. This handbook emphasizes basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the various plans.
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.
Advertising Media Models
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Author : Roland T. Rust
language : en
Publisher: Free Press
Release Date : 1986
Advertising Media Models written by Roland T. Rust and has been published by Free Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1986 with Business & Economics categories.
Advertising Media Planning Seventh Edition
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Author : Roger Baron
language : en
Publisher: McGraw Hill Professional
Release Date : 2010-05-28
Advertising Media Planning Seventh Edition written by Roger Baron and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-05-28 with Business & Economics categories.
The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video Apply the latest advertising technologies Build your brand in every medium Create the right budget for each campaign Through six previous editions, Advertising Media Planning has proven essential to the success of both practicing and aspiring media planners. Now in its seventh edition, it continues to provide valuable insight into the construction of media plans that most effectively achieve marketing objectives. Advertising Media Planning, seventh edition, retains all the critical information you need to know about traditional media—including TV, radio, and print--while exploring the latest media forms, illustrated with major advertiser case histories. You’ll find comprehensive coverage of the latest media planning and digital technologies, including: • Organic and sponsored Google search • Digital out-of-home video • Internet banners • Computerized media channel planning • Cell phone mobile-media • DVR’s impact on TV commercial viewing • New online and traditional media measurement technologies • Interactive television • Cross-media planning • Data fusion • International competitive spending analysis This is an exciting time for media planners. Those with the most creativity, strategic insight, and knowledge of the market are sure to find the greatest rewards. Providing firm grounding on the fundamentals and bringing you up to speed on the latest developments in digitization, this updated classic is the best and most complete companion available for navigating the new frontier of media planning.
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/.