Essentials of Media Planning: A Marketing Viewpoint

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NTC Business Books, 1993 - Business & Economics - 153 pages
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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; and 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.

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Contents

Chapter
9
Chapter Three
31
Chapter Four
53
Copyright

4 other sections not shown

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About the author (1993)

Steven M. Cristol is a leading authority on brand strategy and a consultant to leading technology companies. He is co-author of "Essentials of Media Planning: A Marketing Viewpoint, " now in its third edition and translated into five languages.

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