Media Strategy and Planning Workbook
Media Strategy and Planning Workbook

Author: Don L. Dickinson

Publisher:

Published: 2012-09-12

Total Pages: 0

ISBN-13: 9781933199399

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The second edition of Media Strategy & Planning Workbook: How to Create a Comprehensive Media Plan is now available from Racom Communications. This edition features four significantly upgraded chapters (11 total), 94 new content pages, 112 new exhibits and illustrations, 3 new tear-out exercises, "a 50 percent larger glossary and one completely new chapter focusing on how the media industry operates. The book includes how a media buy is actually made in each paid medium; media plan pretesting; ad agency media department operations; detailed term project specifications for instructors; instructor's guide featuring a course syllabus, exercise answer keys, proposed mid-term and final exams, PowerPoint files to support chapter exhibits and illustrations, and PDF files of exercises and tests. This new book is designed to teach students how to create a comprehensive media plan. It is the most how-to teaching tool available and focuses on teaching marketable skills.

Advanced Media Planning
Advanced Media Planning

Author: John R. Rossiter

Publisher: Springer Science & Business Media

Published: 2011-06-27

Total Pages: 122

ISBN-13: 144198738X

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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/.

The Marketing Plan Workbook
The Marketing Plan Workbook

Author: James C. Makens

Publisher: Prentice Hall

Published: 1988

Total Pages: 0

ISBN-13: 9780135585375

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A blueprint covering the analysis, pricing, sales, advertising, budget, forecast, and other plans for marketing a product.

12 Month Digital Marketing Planner: The Workbook to Help You Organize and Plan Your Social Media, Content and Paid Advertising
12 Month Digital Marketing Planner: The Workbook to Help You Organize and Plan Your Social Media, Content and Paid Advertising

Author: Brandon Breshears

Publisher: Independently Published

Published: 2019-01-15

Total Pages: 202

ISBN-13: 9781793333544

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What should you be posting on social media? What should you be emailing this week? How do you know if your marketing is successful? These are common questions that plague small business owners when it comes to content creation, social media marketing and paid advertising. This planner is designed to help you get around all of these problems and gain clarity in your digital marketing strategy. Brandon Breshears has created a planner that helps you to schedule and track your marketing on a Monthly, weekly and daily basis so that you can design content and ad campaigns that help you reach more of your ideal customers. This workbook is designed to last for 12 months, can be started at any time of the year and allows you to write inside and work directly inside the book. You'll be able to set baselines for your social channels, track ad performance, generate landing page ideas and more. If you're looking to get more clarity around your marketing strategy, then this is the book for you! Brandon draws from his experience as a digital marketer for companies industries ranging from veterinary practices to custom aftermarket auto parts and everything in between. This book is perfect for anyone who wants to create a specific and measurable marketing plan.This is a workbook that you will use to write in. The dates and months are not filled it so it can be used starting any time of year

Implementing and Sustaining Your Strategic Plan
Implementing and Sustaining Your Strategic Plan

Author: John M. Bryson

Publisher: John Wiley & Sons

Published: 2011-08-09

Total Pages: 320

ISBN-13: 0470872810

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Based on John Bryson's acclaimed comprehensive approach to strategic planning, the Implementing and Sustaining Your Strategic Plan workbook provides a step-by-step process, tools, techniques, and worksheets to help successfully implement, manage, and troubleshoot an organization's strategy over the long haul. This new and immensely practical workbook helps organizations work through the typical challenges of leading implementation for sustained change. It spotlights the importance of effective leadership for long-term successful strategic plan implementation. The authors include a wealth of tools designed to help with goal and objective setting, budgeting, stakeholder analysis, prior- ity reconciliation, strategies in practice, special leadership roles, cultural changes, and more. The workbook's conceptual framework, step-by-step process, and worksheets can be applied in a variety of ways. It can be used as a whole, or selected parts can be used by board members, boards of directors, senior management teams, implementation teams, and task forces on a regular basis throughout the process of sustained implementation. The workbook's individual worksheets, or combinations of worksheets, can be used as needed to address a variety of implementation-related tasks.

Media Planning & Buying N the 21st Century
Media Planning & Buying N the 21st Century

Author: Ronald D. Geskey, Sr.

Publisher: Createspace Independent Publishing Platform

Published: 2016-11-19

Total Pages: 684

ISBN-13: 9781537438269

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UPDATED (4th) EDITION of the most up to date and comprehensive book on media panning and buying in the 21st century. In addition to extensive updating, includes brand new chapters on Internet and programmatic buying.

Marketing Planning
Marketing Planning

Author: Sally Dibb

Publisher: Cengage Learning

Published: 2008-03-01

Total Pages: 256

ISBN-13: 9781473754096

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Marketing planning as a process of analysis, thinking and action is essential for survival and long term success. Marketing planning is widely adopted by businesses from all sectors, service companies, manufacturers and public sector/not for profit companies. The process of marketing planning encapsulates elements of marketing management: marketing analyses, development of strategy and the implementation of the marketing mix. It is a systematic process for assessing marketing opportunities, helping organizations to stay in touch with marketplace trends and to keep abreast of customer needs - all designed to help firms compete more effectively. In addition the marketing plan plays a key role in informing the organisation about the agreed marketing strategy and actions required for implementation. The plan also provides details of resource allocation, responsibilities and timelines, and should address potential obstacles to success. The marketing plan is a road map, providing direction to help the business implement its strategies and achieve its objectives.

Digital Marketing
Digital Marketing

Author: Annmarie Hanlon

Publisher: Sage Publications Limited

Published: 2022-02-12

Total Pages: 408

ISBN-13: 9781529742800

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An unbiased, balanced guide to all aspects of digital marketing planning and strategy, from social media, mobile and VR marketing to objectives, metrics and analytics.

Advertising Media Planning, Seventh Edition
Advertising Media Planning, Seventh Edition

Author: Roger Baron

Publisher: McGraw Hill Professional

Published: 2010-05-28

Total Pages: 496

ISBN-13: 0071738908

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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.

Marketing Planning & Strategy
Marketing Planning & Strategy

Author: John Dawes

Publisher: SAGE

Published: 2021-08-11

Total Pages: 297

ISBN-13: 1529766273

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This new book guides you concisely through the marketing planning process from start to finish, drawing on examples from large brands like Ikea and Krispy Kreme to digital start-ups like Starling Bank.