Theory And Practice Of Media Planning
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Theory And Practice Of Media Planning
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Author : Mariia Rubtcova
language : en
Publisher:
Release Date : 2019
Theory And Practice Of Media Planning written by Mariia Rubtcova and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with categories.
The paper is devoted to an analysis of theory and practice of media planning: aspect of methods. The term “media planning” began to be used in the second half of the twentieth century in the United States, its initial task was to streamline work between advertising customers and the media, and later this distribution chain included advertising distributors. In its applied meaning, media planning is defined as the process of choosing a channel, advertising medium, place, time, size, frequency of advertising and its justification. In conclusion, we note that professional activity in the field of advertising is aimed at ensuring its effectiveness with regard to the requirements of consumers, industry-specific conditions, and business environment and is an integrative system of multifunctional duties, one of which is the possession of basic media planning skills.
Media Flight Plan 6
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Author : Dennis G. Martin
language : en
Publisher: Ingram
Release Date : 2011-01-01
Media Flight Plan 6 written by Dennis G. Martin and has been published by Ingram this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-01-01 with Advertising layout and typography categories.
Media Planning A Practical Guide Third Edition
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Author : Jim Surmanek
language : en
Publisher: McGraw Hill Professional
Release Date : 1996-02
Media Planning A Practical Guide Third Edition written by Jim Surmanek 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 1996-02 with Business & Economics categories.
The perfect media-planning primer for your classroom or reference library. This comprehensive resource provides students with a solid foundation in media. This book presents media dynamics--definitions of various popular media terms and how these terms fit into media planning analysis. The latter part of the book deals with media plan development--how a media plan is constructed and what students should consider in that construction. Interspersed are related topics with which students should be familiar in order to plan effective advertising efforts. The Glossary/Index is a handy reference defining the most common terms used in media planning, as well as referring the student to the specific page where that term is discussed. Thoroughly discusses the major media forms including Interactive and Out-of-Home. Covers the basic components of a media plan: objectives, research, creative and promotion strategy, sales data, and competitive activity. Addresses basic questions regarding audience geography, scheduling, copy, coupons, reach, and frequency.
Strategic Management In The Media
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Author : Lucy Küng
language : en
Publisher: SAGE
Release Date : 2016-11-10
Strategic Management In The Media written by Lucy Küng and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-11-10 with Social Science categories.
′Küng’s book stands out for its focus on concepts, drivers, and dynamics. Its scope and learning are brilliant and dazzling. This updated edition will be a source of insight for students and a tool for industry veterans who seek the perspective of academia.′ – Eli Noam, Columbia Business School ′A landmark contribution to scholarship, Küng’s excellent book provides an empirically rich and analytically sharp-sighted guide to contemporary organizational strategies in a complex and dynamic media environment.′ – Gillian Doyle, University of Glasgow ′In the age of relentless technological disruption, unlimited distribution and non-professionalization, media firms are more dependent than ever on strategic management. Küng articulates the dimensions of media industries to account for an ever-increasing array of challenges and strategies.′ – David Craig, University of Southern California In this Second Edition of a book many found invaluable for research and teaching, including myself, Küng accomplishes a challenging task: to preserve all the best qualities of the First Edition while both extending the scope and deepening understandings about strategic management theory in application to media industries.′ – Gregory Ferrell Lowe, University of Tampere With the media industries facing unprecedented change and challenge from top to bottom, it has never been more vital to understand the elements of strategy and how they apply to media organizations. This new edition: Shows innovation, disruption and strategic adaptation in action, with a stronger focus on a case-based approach Takes readers deep into case studies on BuzzFeed, The Guardian, Netflix, the New York Times and the BBC Explains strategic theory and concepts with insight and clarity Shows how to understand change and decision-making within media organizations. This is the essential guide to change and management in the media industries – ideal for students of media studies, media economics and media management.
Strategic Social Media Management
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Author : Karen E. Sutherland
language : en
Publisher: Springer Nature
Release Date : 2020-12-21
Strategic Social Media Management written by Karen E. Sutherland and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-21 with Business & Economics categories.
This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of social media management with international examples and perspectives. Aside from focusing on practical application of marketing strategy, the textbook also takes students through the process of strategy development, ethical and accurate content curation, and strategy implementation, through detailed explanations of content creation. Combining theory and practice, Strategic Social Media Management teaches students how to take a strategic approach to social media from an organisational and business perspective, and how to measure results. Richly supported by robust and engaging pedagogy and cases in each chapter, it integrates perspectives from public relations, marketing and advertising, and examines key topics such as risk, ethics, privacy, consent, copyright issues, and crises management. It also provides dedicated coverage of content strategy and campaign planning and execution. Reflecting the demands of contemporary practice, advice on self-care for social media management is also offered, helping to protect people in this emerging profession from the negativity that they can experience online when managing an organisation’s social media presence. After reading this textbook, students will be able to develop a social media strategy, curate accurate and relevant content, and create engaging social media content that tells compelling stories, connects with target audiences and supports strategic goals and objectives. This is an ideal textbook for students studying social media strategy, marketing and management at undergraduate level. It will also be essential reading for marketing, public relations, advertising and communications professionals looking to hone their social media skills and strategies.
Advertising Theory And Practice
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Author : Charles Harold Sandage
language : en
Publisher: McGraw-Hill/Irwin
Release Date : 1979
Advertising Theory And Practice written by Charles Harold Sandage and has been published by McGraw-Hill/Irwin this book supported file pdf, txt, epub, kindle and other format this book has been release on 1979 with Business & Economics categories.
Advanced Media Planning
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Author : John R. Rossiter
language : en
Publisher: Springer Science & Business Media
Release Date : 1998-07-31
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 1998-07-31 with Business & Economics categories.
Provides an advanced approach to media planning as well as coverage of the basics in the discipline. The authors argue that current media planning is too conventional and that reach and frequency must be understood in more complex terms. They introduce using reach patterns in making the reach decision and factoring in effective frequency when making the frequency decision. They also cover carryover, media selection, and implementing and optimizing the media schedule. The included disk contains media planning software designed by Peter Danaher. Annotation copyrighted by Book News, Inc., Portland, OR
Advertising Management Theory Practice
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Author : Dr. Mahendra Kumar Padhy
language : en
Publisher: Laxmi Publications
Release Date : 2011-06
Advertising Management Theory Practice written by Dr. Mahendra Kumar Padhy and has been published by Laxmi Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-06 with categories.
Advertising Management In A Digital Environment
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Author : Larry D. Kelley
language : en
Publisher: Routledge
Release Date : 2021-07-21
Advertising Management In A Digital Environment 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 2021-07-21 with Business & Economics categories.
Advertising Management in a Digital Environment: Text and Cases blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management. Divided into three core sections, the book provides a truly holistic approach to Advertising Management. The first part considers the fundamentals of advertising management, including leadership, ethics and corporate social responsibility, and finance and budgeting. The second part considers human capital management and managing across cultures, whilst the third part discusses strategic planning, decision making and brand strategy. To demonstrate how theory translates to practice in advertising, each chapter is illustrated with real-life case studies from a broad range of sectors, and practical exercises allow case analysis and further learning. This new textbook offers an integrated and global approach to Advertising Management and should be core or recommended reading for undergraduate and postgraduate students of Media Management, Advertising, Marketing Management and Strategy, Communications and Public Relations. The applied approach provided by case study analysis makes it equally suitable for those in executive education and studying for professional qualifications.
Strategic Integrated Marketing Communication
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Author : Larry Percy
language : en
Publisher: Routledge
Release Date : 2008
Strategic Integrated Marketing Communication written by Larry Percy and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. This comprehensive new textbook deals with all aspects of Integrated Marketing Communication from a strategic perspective.