Advertising Media Planning

Front Cover
M.E. Sharpe, 2008 - Advertising media planning - 188 pages
1 Review
Reviews aren't verified, but Google checks for and removes fake content when it's identified
 

What people are saying - Write a review

Reviews aren't verified, but Google checks for and removes fake content when it's identified
User Review - Flag as inappropriate

Untuk Imanda Nyonyo, baca2

Contents

1 Why Media Are Important
3
2 Learning the Language of Media
11
3 Learning About Media Costs
25
4 The Media and Their Characteristics
33
5 How Marketing Objectives Impact Media Planning
51
6 Defining the Target Audience
59
7 Geographys Role in Planning
75
8 Seasonality and Timing
85
12 How to Prepare an Advertising Media Plan
115
13 Evaluating an Advertising Media Plan
121
14 Matching Media to the Total Brand Plan
133
15 Developing Test Plans
141
16 What to Look for in Media Execution
149
17 Effects Tools and Trends
159
Appendix How the Advertising Business Is Organized
167
Index
177

9 Creative Implications
93
10 Competitive Analysis
99
11 Setting Media Communications Goals
107
About the Authors
187
Copyright

Other editions - View all

Common terms and phrases

Bibliographic information