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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: 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: Arnold M. Barban
Publisher: Contemporary Books
ISBN:
Category : Business & Economics
Languages : en
Pages : 180
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Book Description
In six concise, highly readable chapters, Essentials of Media Planning explains the key elements behind every successful media program. With an emphasis on the role of media planning in marketing decision making, this practical, hands-on guide is the first step towards structuring a complete and workable media plan for any product or service. New to this edition: actual media plans by leading agencies for top new consumer and business-to-business products - Levi Dockers, Sun Microsystems, and Samsonite Luggage; an illustrated analysis of the media decision-making process; the enhanced role of database marketing in media planning to reach individual consumers with targeted messages; expanded coverage of market segmentation devices, including new VALS 2 and SMRB data; up-to-date media sources and statistics; and critical evaluation of newly developed online media selection services, including SMRB's CHOICES and Telmar's MicroNetwork N3P. Authoritative and easy-to-use, Essentials of Media Planning is a "real-world", back-to-basics guide for every media specialist, advertiser, marketer, and media student.
Author: Gerard J Tellis
Publisher: SAGE
ISBN: 1446265900
Category : Business & Economics
Languages : en
Pages : 513
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Book Description
′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners′ - Hamish Pringle, Director General, IPA ′Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us′ - Philip Kotler, Kellogg School of Management ′When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do′ - Sir Martin Sorrell, CEO, WPP ′This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment′ - Lord (Maurice) Saatchi, Chairman, M&C Saatchi ′This magnificent volume captures all we need to know about how advertising works and its context′ - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.
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: Ronald D. Geskey, Sr.
Publisher: Createspace Independent Publishing Platform
ISBN: 9781537438269
Category : Advertising media planning
Languages : en
Pages : 684
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Book Description
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.
Author: Helen Katz
Publisher: Routledge
ISBN: 042978564X
Category : Business & Economics
Languages : en
Pages : 236
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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: Arnold M. Barban
Publisher: N T C Business Books
ISBN: 9780844235226
Category : Business & Economics
Languages : en
Pages : 184
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Book Description
In six concise, highly readable chapters, Essentials of Media Planning explains the key elements behind every successful media program. With an emphasis on the role of media planning in marketing decision making, this practical, hands-on guide is the first step towards structuring a complete and workable media plan for any product or service. New to This Edition Actual media plans by leading agencies for top new consumer and business-to-business products--Levi Dockers, Sun Microsystems, and Samsonite Luggage An illustrated analysis of the media decision-making process The enhanced role of database marketing in media planning to reach individual consumers with targeted messages Expanded coverage of market segmentation devices, including new VALS 2 and SMRB data Up-to-date media sources and statistics Critical evaluation of newly developed online media selection services, including SMRB's CHOICES and Telmar's MicroNetwork N3P Authoritative and easy-to-use, Essentials of Media Planning is a "real-world," back-to-basics guide for every media specialist, advertiser, marketer, and media student.
Author: Kahn
Publisher: M.E. Sharpe
ISBN: 0765629771
Category : Business & Economics
Languages : en
Pages : 281
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Book Description
Concise yet comprehensive, Product Planning Essentials, Second Edition, addresses the complex, interdisciplinary nature of product development and product management. It covers strategic issues that emerge during the product life cycle, including identifying opportunities, idea generation and evaluation, technical development, commercialization, and eventual product dismissal. Instructors, students, and practitioners will appreciate the balanced managerial and how-to orientation. Changes to the Second Edition * Addition of two chapters on design and legal considerations. * Expanded discussion of global considerations to introduce sustainable product development and Base of the Pyramid (BoP) product development. * Simplified technical discussions of planning techniques for improved comprehension. * Inclusion of product planning best practices from recent noteworthy cases and studies in the final chapter.
Author: Marian Burk Wood
Publisher: Financial Times/Prentice Hall
ISBN: 9780273725763
Category : Business & Economics
Languages : en
Pages : 303
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Book Description
Presents a step-by-step guide on how to create an effective marketing plan for any product.
Author: Bradley Schultz
Publisher: Routledge
ISBN: 1317449274
Category : Performing Arts
Languages : en
Pages : 245
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Book Description
Sports Media covers reporting, anchoring, and production, and offers thorough descriptions of the sports reporter and anchor's function in sports journalism. This text offers important historical background on the evolution of the sports industry, some grounding in the business of sports, and a discussion of social issues including the experience of women in sports journalism. New to this edition: An introduction focused on the intersection of economics, technology, and culture that drives modern sports journalism Interviews with industry experts currently working in the field of sports journalism The evolution of the industry to today’s audience-driven, social media-influenced landscape Reporting as storytelling in a modern media environment A companion website (www.routledge.com/cw/schultz) featuring video and audio examples from the authors’ own work to illustrate concepts from the text, links to additional examples and further resources, video tours of production facilities, video interviews with leaders in the field, and an updated instructor’s manual.
