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Author: John R. Rossiter
Publisher: Springer Science & Business Media
ISBN: 144198738X
Category : Business & Economics
Languages : en
Pages : 122
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Book Description
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/.
Author: John R. Rossiter
Publisher: Springer Science & Business Media
ISBN: 144198738X
Category : Business & Economics
Languages : en
Pages : 122
Get Book Here
Book Description
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/.
Author: Helen Katz
Publisher: Routledge
ISBN: 042978564X
Category : Business & Economics
Languages : en
Pages : 259
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Book Description
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.
Author: Larry D. Kelley
Publisher: Routledge
ISBN: 9780765626356
Category : Advertising media planning
Languages : en
Pages : 0
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Book Description
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.
Author: Antony Young
Publisher: Macmillan
ISBN: 0230104746
Category : Business & Economics
Languages : en
Pages : 361
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Book Description
From YouTube to Facebook to the iPhone, today’s media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what’s working, what’s not, and how to get the maximum impact for your brand in a shrinking economy. Media and brand expert Antony Young explores how today’s most innovative marketers are integrating the latest media tools into a comprehensive strategy to grow their brands and are getting unprecedented results. He explores: • the future of advertising in traditional media and how to judge the investment’s value in today’s results-driven marketing world • how to get the maximum impact out of digital media, including online searches, social media, and mobile phones • the importance of employing non-traditional media vehicles, such as marketing, PR, branded entertainment, and product placement.
Author: Hartmut Stadtler
Publisher: Springer Science & Business Media
ISBN: 3540248145
Category : Business & Economics
Languages : en
Pages : 506
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Book Description
"... To sum up, there should be a copy on the bookshelf of all engineers responsible for detailed planning of the Product Delivery Process (PDP). The Editors highlight the impressive gains reported by companies exploiting the potential of coordinating organizational units and integrating information flows and planning efforts along a supply chain. This publication is strong on coordination and planning. It is therefore recommended as an up-to-date source book for these particular aspects of SCM." International Journal of Production Research 2001/Vol. 39/13
Author: Menon
Publisher: Tata McGraw-Hill Education
ISBN: 9780070147607
Category : Advertising media planning
Languages : en
Pages : 0
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Book Description
Given the sheer cultural diversity of Indian population, changing customer choices influenced by evolving media technology, fragmented markets, rising media costs, and increasing demands of accountability from the clients, media business has grown in both complexity and importance. In such a rapidly changing media landscape, with the increased availability of research and data, media agencies and marketers (brand and sales) have to thoroughly understand media functions. Given the availability of books on planning theories in the west, this book fills a void in Indian planning and buying theory, and can serve as a useful handbook/ guide for media practitioners in devising media plans and taking buying decisions. This book lays down the theoretical foundation of the principles of media planning and buying in the Indian context. The theoretical points are illustrated by case studies. Case Exercises which could be used by students for group assignments and class discussion purpose have also been included
Author: John R Rossiter
Publisher: SAGE
ISBN: 1526452162
Category : Business & Economics
Languages : en
Pages : 714
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Book Description
Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan. The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools – Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern – as well as by the London Business School, Oxford’s Said Business School, and by most of the top business schools in Europe such as Erasmus University Rotterdam, INSEAD, and the Stockholm School of Economics. Key features include: An author analytical approach with checklist frameworks in chapters, providing students with a systematic guide to doing marketing communications. A managerial perspective, helping students to become a marketing manager and study as though they are in the role. Coverage of key new marketing communications topics such as branding and social media. In each of the end-of-chapter questions there are mini-cases that involve real brands, and the numerous examples throughout the text refer to globally known brands such as Gillette, Mercedes, Revlon, and Toyota. The book is supported by online instructor resources, including PowerPoint slides and teaching outlines for each chapter, multiple choice exam questions and answers, team project templates, true and false quizzes and answers, and an instructor manual. Suitable for Marketing Communications and Advertising & Promotion modules at UG and PG levels.
Author: Heather Jacobs
Publisher: Career FAQs
ISBN: 1921106174
Category : Advertising
Languages : en
Pages : 181
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Book Description
Career FAQs Advertising tells the stories of the professionals whose ideas pop up all over your television, magazines, computer screen and mobile phone, and who knows where next! Find out how you can gain the right qualifications and experience to make your mark as a copywriter, art director, account manager, designer, media buyer and more.
Author:
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 1086
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Book Description
Author: Grahame Robert Dowling
Publisher: Oxford University Press, USA
ISBN: 9780199269617
Category : Business & Economics
Languages : en
Pages : 476
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Book Description
The book blends the art of marketing (implementing programs to attain and retain customers) with the science of marketing (what we know from research about markets, customer behavior, etc.) to provide insight for marketing managers about how to implement marketing more effectively to both create and capture the value of the offers they make to their target customers. In the process, it questions the usefulness of some of the more recent marketing fads. Clearly written and presented the book is ideal for advanced and professional students of marketing as well as marketing professionals.
