Essentials of Media Planning: A Marketing Viewpoint
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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0UINTILE 1st Half Advertising Media affect media planning alternative areas assorted mix average frequency Barban broadcast business traveler buyers Cable campaign period channel members Chapter College communication goals competitive constraints consumer Cost creative daypart defined Dockers dollars edition Lincolnwood effectiveness efficient environment ESPN example exposure Football geographic Golf Digest gross rating point GRPs Index influence Late night Lincolnwood magazines marketing mix marketing plan media decisions media effort media mix media objectives media planner media planning media schedule media strategy media type media vehicles medium Monday Night Football Network NTC Business Books pages 3 pages percent Prime product life cycle product usage psychographic purchase reach and frequency Regular Cola Drinks repurchase cycle sales promotion Samsonite segment selective spending Sports spot TV sumers tactics target audience target market television Telmar tives Total variables vertising