Advanced Media Planning

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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 Media Decisions

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Author :
language : en
Publisher:
Release Date : 1986

Marketing Media Decisions written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1986 with Advertising categories.

Effective Media Planning

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Author : August B. Priemer
language : en
Publisher: Free Press
Release Date : 1989

Effective Media Planning written by August B. Priemer and has been published by Free Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1989 with Business & Economics categories.

Advanced Media Planning

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Author : Springer
language : en
Publisher:
Release Date : 2012-10-01

Advanced Media Planning written by Springer and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-10-01 with categories.

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Author : 罗西特
language : zh-CN
Publisher:
Release Date : 2003

written by 罗西特 and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with categories.

本书是关于高级媒介计划“如何做和为什么这样做”的一张描述。它是专门为负责广告的市场营销经理和广告代理公司中专业的媒介计划制定者以及媒介购买公司准备的.

Advertising Media Planning Sixth Edition

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Author : Jack Sissors
language : en
Publisher: McGraw-Hill
Release Date : 2002-06-24

Advertising Media Planning Sixth Edition written by Jack Sissors and has been published by McGraw-Hill this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-06-24 with Business & Economics categories.

The bible of media planning for more than 25 years, Advertising Media Planning gives you the proven essentials of planning, purchasing, and evaluating the effectiveness of advertising Discussions of media planning as the “noncreative” side of advertising miss the boat entirely. A successful media plan requires creative decisions on media, time frames, dollar distribution, and more. In addition to having in-depth knowledge of available media resources, the best media planners must also be strategic experts in marketing, advertising, research, and finance. Through five previous editions, Advertising Media Planning has proven to be essential to the success of both practicing and aspiring media planners. Now in its sixth edition, it continues to provide valuable insight and comprehensive coverage of media plan construction, reach and continuity measurement, and more, along with timely updates that include: The latest in academic research and professional best practices An all-new hypothetical media plan, providing a top-down perspective on real-world media planning Illustrative examples of the Internet and other new media integrated throughout the text Advertising Media Planning explains the complexities of planning in a fast-moving, noncomplex style. As we enter the new century of transformed advertising techniques and marketing challenges, this all-inclusive yet highly readable reference--an artful blend of long-standing fundamentals and the latest tools and approaches--remains the one must-have resource for anyone interested in creative, results-based media planning and buying.

University Catalog

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Author : University of Northern Iowa
language : en
Publisher:
Release Date : 1992

University Catalog written by University of Northern Iowa and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1992 with Universities and colleges categories.

Media International Australia

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Author :
language : en
Publisher:
Release Date : 2002

Media International Australia written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Australia categories.

Adweek

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Author :
language : en
Publisher:
Release Date : 1997

Adweek written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997 with Advertising categories.

Vols. for 1981- include four special directory issues.

Programs And Courses

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Author : University of Northern Iowa
language : en
Publisher:
Release Date : 2006

Programs And Courses written by University of Northern Iowa and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Universities and colleges categories.