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Author: Jim Surmanek
Publisher: McGraw-Hill Companies
ISBN:
Category : Business & Economics
Languages : en
Pages : 356
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Book Description
Publisher Description
Author: Jim Surmanek
Publisher: McGraw-Hill Companies
ISBN:
Category : Business & Economics
Languages : en
Pages : 356
Get Book Here
Book Description
Publisher Description
Author: Roger Baron
Publisher: McGraw Hill Professional
ISBN: 0071738908
Category : Business & Economics
Languages : en
Pages : 496
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Book Description
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.
Author: Joseph Jaffe
Publisher: John Wiley & Sons
ISBN: 1118801156
Category : Business & Economics
Languages : en
Pages : 288
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Book Description
The world has changed. Everyone keeps reminding marketers and advertisers about the never ending and accelerating forces of technology disruption, consumer changes, and innovation evolution in the marketing world today. Sounds exciting except for the fact that we’re doing absolutely nothing about it. Zero. Simply put, under current operating conditions, the advertising industry will not be able to sustain itself and without taking action, is likely to result in severe to catastrophic outcomes- from financial underperformance to job loss to even a collapse of the current media ecosystem. The solution? The Marketing Model can be fixed by slashing your ad budget, and investing in the Z.E.R.O. framework: Zealots Entrepreneurship Retention Owned Assets
Author: Jack Zanville Sissors
Publisher:
ISBN:
Category : Planificación de medios publicitarios
Languages : en
Pages : 445
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Book Description
Author: Richard W. Kroon
Publisher: McFarland
ISBN: 0786457406
Category : Performing Arts
Languages : en
Pages : 773
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Book Description
Defining more than 10,000 words and phrases from everyday slang to technical terms and concepts, this dictionary of the audiovisual language embraces more than 50 subject areas within film, television, and home entertainment. It includes terms from the complete lifecycle of an audiovisual work from initial concept through commercial presentation in all the major distribution channels including theatrical exhibition, television broadcast, home entertainment, and mobile media. The dictionary definitions are augmented by more than 700 illustrations, 1,600 etymologies, and nearly 2,000 encyclopedic entries that provide illuminating anecdotes, historical perspective, and clarifying details.
Author: Philip Kotler
Publisher: Wiley + ORM
ISBN: 1118045610
Category : Business & Economics
Languages : en
Pages : 234
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Book Description
The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alike In Marketing Insights from A to Z, Philip Kotler, one of the undisputed fathers of modern marketing, redefines marketing's fundamental concepts from A to Z, highlighting how business has changed and how marketing must change with it. He predicts that over the next decade marketing techniques will require a complete overhaul. Furthermore, the future of marketing is in company-wide marketing initiatives, not in a reliance on a single marketing department. This concise, stimulating book relays fundamental ideas fast for busy executives and marketing professionals. Marketing Insights from A to Z presents the enlightened and well-informed musings of a true master of the art of marketing based on his distinguished forty-year career in the business. Other topics include branding, experiential advertising, customer relationship management, leadership, marketing ethics, positioning, recession marketing, technology, overall strategy, and much more. Philip Kotler (Chicago, IL) is the father of modern marketing and the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management, one of the definitive marketing programs in the world. Kotler is the author of twenty books and a consultant to nonprofit organizations and leading corporations such as IBM, General Electric, Bank of America, and AT&T.
Author: Anne Cooksey
Publisher:
ISBN: 9781541346987
Category :
Languages : en
Pages : 174
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Book Description
This isn't your usual head-shaking response to teens and screens. This is a fast-paced, comprehensive read emphasizing the positive effects of Generation Z and social media.Eight seconds. That's all it takes for Gen Z'ers to filter, process, and decide whether or not what they see on their device is worth their time or money. Advertisers are scrambling to win over these hi-tech teens, born after 1996 and connected to a global internet since day one. Brands now turn to social media celebrities to help them market to these digitally aware youth.These future adults have a device attached to their hand and a TV collecting dust in the corner. Their way of shopping and connecting with the world they live in isn't passive. It's totally interactive. Learn all about these Generation Z consumers, the social media celebrities they follow, how they influence each other, and the shape of things to come.
Author: John McDonough
Publisher: Routledge
ISBN: 1135949131
Category : Business & Economics
Languages : en
Pages : 4291
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Book Description
For a full list of entries and contributors, a generous selection of sample entries, and more, visit the The "Advertising Age" Encyclopedia of Advertising website. Featuring nearly 600 extensively illustrated entries, The Advertising Age Encyclopedia of Advertising provides detailed historic surveys of the world's leading agencies and major advertisers, as well as brand and market histories; it also profiles the influential men and women in advertising, overviews advertising in the major countries of the world, covers important issues affecting the field, and discusses the key aspects of methodology, practice, strategy, and theory. Also includes a color insert.
Author: Simon P. Anderson
Publisher: Elsevier
ISBN: 0444627243
Category : Business & Economics
Languages : en
Pages : 563
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Book Description
Handbook of Media Economics provides valuable information on a unique field that has its own theories, evidence, and policies. Understanding the media is important for society, and while new technologies are altering the media, they are also affecting our understanding of their economics. The book spans the large scope of media economics, simultaneously offering in-depth analysis of particular topics, including the economics of why media are important, how media work (including financing sources, institutional settings, and regulation), what determines media content (including media bias), and the effects of new technologies. The book provides a powerful introduction for those interested in starting research in media economics. - Helps academic and non-academic economists understand recent rapid changes in theoretical and empirical advances, in structural empirical methods, and in the media industry's connection with the democratic process - Presents the only detailed summary of media economics that emphasizes political economy, merger policy, and competition policy - Pays special attention to the economic influences of the Internet, including developments in social media, user-generated content, and advertising, as well as the Internet's effects on newspapers, radio, and television
Author: Simon P. Anderson
Publisher: Elsevier
ISBN: 0444636951
Category : Business & Economics
Languages : en
Pages : 820
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Book Description
Handbook of Media Economics provides valuable information on a unique field that has its own theories, evidence, and policies. Understanding the media is important for society, and while new technologies are altering the media, they are also affecting our understanding of their economics. Chapters span the large scope of media economics, simultaneously offering in-depth analysis of particular topics, including the economics of why media are important, how media work (including financing sources, institutional settings, and regulation), what determines media content (including media bias), and the effects of new technologies. The volumes provide a powerful introduction for those interested in starting research in media economics. - Helps academic and non-academic economists understand recent rapid changes in theoretical and empirical advances, in structural empirical methods, and in the media industry's connection with the democratic process - Presents the only detailed summary of media economics that emphasizes political economy, merger policy, and competition policy - Pays special attention to the economic influences of the Internet, including developments in social media, user-generated content, and advertising, as well as the Internet's effects on newspapers, radio, and television
