Viac ako 4 milióny titulov v angličtine aj ďalších jazykoch! Objavte svoj nový príbeh ešte dnes!

Advanced Media Planning

Name: Advanced Media Planning
Brand: Springer
SKU: 9780792382188
Price: 99.65 EUR
Availability: InStock

Autor: John R. Rossiter, Peter J. Danaher

Jazyk:

Väzba: Pevná

Vydavateľ: Springer

Dostupnosť: Skladom u dodávateľa

Odosielame za 10-13 dní

99.65 €

Media planning consists of formulating a media strategy to deliver the creative so as to best meet t...

Informácie o knihe

Autor

John R. Rossiter, Peter J. Danaher

Jazyk

Angličtina

Väzba

Kniha - Pevná

Vydalo

1998

Stránok

112

EAN

9780792382188

ISBN

0792382188

Enbook ID

05251102

Vydavateľ

Springer

Hmotnosť

346

Rozmery

163 x 242 x 14

Kompletný popis

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/.

Najčastejšie vyhľadávané

Categories

Authors

Publishers

Produkty

Produkty

Najčastejšie vyhľadávané

Categories

Authors

Publishers

Produkty

Produkty

Advanced Media Planning

Informácie o knihe

Kompletný popis

Mohlo by vás zaujímať

Handbook of Biosensors & Biosensor Kinetics

Merlin

Uranus

Little Book of Dolce & Gabbana: The Story Behind the Iconic Brand

Life of Saint Werburge of Chester

OFF HIST OF THE WAR IN SOUTH A

Excellence in Procurement Strategy

Procurement Playbook

Plastic Films in Food Packaging

Great Interior Design Challenge Sourcebook

Into the Value Zone

Derek Walcott

Conquistadors

Advertising Media Planning, Seventh Edition

Intensive Care Unit Manual

Non-Commutative Ring Theory

Quantitative Analysis in Nuclear Medicine Imaging

Excellence in Services Procurement

Zákazníci, ktorí si kúpili túto knihu, kúpili tiež

Úchvatná evropská města

15 typer av kvinnor - och vad de sager till psykologen

La pleine conscience chez l'enfant et l'adolescent

Atlántida

Steckpuzzle Spielzeug