Effective 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 : 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

Essentials Of Media Planning

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Author : Arnold M. Barban
language : en
Publisher: N T C Business Books
Release Date : 1993

Essentials Of Media Planning written by Arnold M. Barban and has been published by N T C Business Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993 with Business & Economics categories.

In six concise, highly readable chapters, Essentials of Media Planning explains the key elements behind every successful media program. With an emphasis on the role of media planning in marketing decision making, this practical, hands-on guide is the first step towards structuring a complete and workable media plan for any product or service. New to This Edition Actual media plans by leading agencies for top new consumer and business-to-business products--Levi Dockers, Sun Microsystems, and Samsonite Luggage An illustrated analysis of the media decision-making process The enhanced role of database marketing in media planning to reach individual consumers with targeted messages Expanded coverage of market segmentation devices, including new VALS 2 and SMRB data Up-to-date media sources and statistics Critical evaluation of newly developed online media selection services, including SMRB's CHOICES and Telmar's MicroNetwork N3P Authoritative and easy-to-use, Essentials of Media Planning is a "real-world," back-to-basics guide for every media specialist, advertiser, marketer, and media student.

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.

Advertising Media Planning

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Author : Jack Zanville Sissors
language : en
Publisher: Contemporary Books
Release Date : 1996

Advertising Media Planning written by Jack Zanville Sissors and has been published by Contemporary Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996 with Business & Economics categories.

This thoroughly revised edition will bring you up to speed on the fast-changing world of media planning today. While continuing its foundational coverage of media plan construction and reach and frequency measurement, the fifth edition emphasizes the rapid proliferation of media choices and strategies in the 1990s. With new material on cybermedia and interactive marketing, "Advertising Media Planning" is still the unparalleled authority in the field

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.

Journal Of Media Planning

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Author :
language : en
Publisher:
Release Date : 1986

Journal Of Media Planning 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 media planning categories.

Advertising Media Planning

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Author : Larry D. Kelly
language : en
Publisher: Routledge
Release Date : 2015-02-12

Advertising Media Planning written by Larry D. Kelly and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-02-12 with Business & Economics 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.

Media Planning In Action

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Author : Steve Dix
language : en
Publisher:
Release Date : 2010

Media Planning In Action written by Steve Dix and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Advertising media planning categories.

"Media planners provide media solutions - selecting the most effective media to deliver advertising messages. The job of the media planner is to deliver the advertising message cost effectively to the right target audience, at the right time and in the right quantity."--Back cover.

Mediaweek

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Author :
language : en
Publisher:
Release Date : 1997

Mediaweek 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 media planning categories.

Marketing Media Decisions

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Author :
language : en
Publisher:
Release Date : 1990

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 1990 with Advertising categories.