The Media Handbook
The Media Handbook

Author: Helen Katz

Publisher: Routledge

Published: 2019-05-03

Total Pages: 236

ISBN-13: 042978564X

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The Media Handbook provides a practical introduction to the advertising, media planning, and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this seventh edition includes greater coverage of social media, buying automation, the continued digitization of media, and updated statistics on media consumption. It covers over the top television, programmatic TV, digital advertising, and the automation of buying across all media. Author Helen Katz provides a continued focus on how planning and buying tie back to the strategic aims of the brand and the client, keeping practitioners and students up to date with current industry examples and practices. The Companion Website to the book includes resources for both students and instructors. For students there are flashcards to test themselves on main concepts, a list of key media associations, a template flowchart and formulas. Instructors can find lecture slides and sample test questions to assist in their course preparation.

Advertising Media Planning
Advertising Media Planning

Author: Larry D. Kelley

Publisher: Routledge

Published: 2012

Total Pages: 0

ISBN-13: 9780765626356

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Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.

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.

Advertising, Promotion, and New Media
Advertising, Promotion, and New Media

Author: Marla R. Stafford

Publisher: Routledge

Published: 2015-03-26

Total Pages: 349

ISBN-13: 1317477553

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Today, new media enter our lives faster than ever before. This volume provides a complete, state-of-the-art overview of the newest media technologies and how they can be used in marketing communications - essential information for any organization that wants to maintain an effective advertising program, as well as for experts and students in the fields of advertising and mass communications. Advertising, Promotion, and New Media offers crucial insights on the use of cutting-edge techniques including 3-D advertising, mobile advertising, advergames, interactivity, and netvertising images, as well as more familiar Internet advertising formats such as banner ads and pop-ups. It also discusses such important topics as how to select online affiliates, and how to assess the effectiveness of new media advertising and compare it with traditional formats. Throughout the book, the chapter authors offer up-to-date information and thought provoking ideas on emerging technology and how it can be used effectively for advertising and promotion in the future.

Developing an Advertising Media Plan
Developing an Advertising Media Plan

Author: Richard Skiba

Publisher: After Midnight Publishing

Published: 2024-08-31

Total Pages: 271

ISBN-13: 176369643X

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Whether you're managing a direct marketing campaign, overseeing a media strategy, or new to advertising and marketing, this book provides practical insights and methodologies to help you develop a robust advertising media plan within a set budget. It offers an in-depth exploration of the essential skills and knowledge needed to craft a successful media plan, covering everything from defining advertising requirements to selecting media vehicles and scheduling campaigns. The book guides you through the process of identifying target audience characteristics, analysing advertising briefs, and creating comprehensive consumer profiles to tailor your media strategy effectively. It also explores market factors and their influence on media selection, ensuring your reach and frequency align with campaign goals. Creative requirements and their media implications are thoroughly examined, helping you design campaigns that resonate with your audience. Key areas such as media merchandising, budgeting, and evaluating media vehicles are also addressed. The book provides strategies for assessing the merits of various media options and testing new vehicles against proven ones, ensuring optimal choices for your campaign. Emphasizing the importance of aligning media selection and scheduling with your target audience and budgetary constraints, the book also offers guidance on legal and ethical compliance. It covers the development of media schedules that meet advertiser requirements and the refinement of media plans based on results. This book is an essential resource for media planners, advertising managers, and direct marketers looking to enhance their media strategies and achieve optimal results within budget constraints.

Marketing Management by Dr. F. C. Sharma (eBook)
Marketing Management by Dr. F. C. Sharma (eBook)

Author: Dr. F. C. Sharma

Publisher: SBPD Publications

Published: 2020-12-12

Total Pages: 332

ISBN-13:

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An excellent book for commerce students appearing in competitive, professional and other examinations.1. Introduction to Marketing : Nature, Scope and Importance, 2. Care Concepts of Marketing, 3. Marketing Environment, 4. Market Segmentation, 5. Targeting, Positioning and Re-Positioning, 6. Buying Motives, 7. Introduction to Marketing-Mix, 8. Product and Product Planning, 9. New Product Development, 10. Product Life-Cycle, 11. Branding and Packaging, 12. Distribution : Type and Selection of Channels, 13. Middleman : Whole Saler and Retailer, 14. Physical Distribution of Goods, 15. Pricing Policies, Strategies and Price Determination, 16. Promotion—Methods of Promotion and Optimum Promotion Mix, 17. Introduction to Advertising, 18. Selection of Advertising Media, 19. Personal Selling, 20. Sales Promotion, 21. Publicity and Public Relation, 22. Marketing Research and Information System, 23. Consumer Behavior.