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Advanced Media Planning
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Book Synopsis Advanced Media Planning by : John R. Rossiter
Download or read book Advanced Media Planning written by John R. Rossiter and published by Springer Science & Business Media. This book was released on 2011-06-27 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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/.
Download or read book The Media Handbook written by Helen Katz and published by Routledge. This book was released on 2019-05-03 with total page 236 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Advertising Media Planning by : Larry D. Kelley
Download or read book Advertising Media Planning written by Larry D. Kelley and published by Routledge. This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Brand Media Strategy by : Antony Young
Download or read book Brand Media Strategy written by Antony Young and published by Macmillan. This book was released on 2010-12-21 with total page 361 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Advertising written by Heather Jacobs and published by Career FAQs. This book was released on 2006 with total page 181 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Supply Chain Management and Advanced Planning by : Hartmut Stadtler
Download or read book Supply Chain Management and Advanced Planning written by Hartmut Stadtler and published by Springer Science & Business Media. This book was released on 2005-12-06 with total page 506 pages. Available in PDF, EPUB and Kindle. Book excerpt: "... 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
Book Synopsis The SAGE Handbook of Advertising by : Gerard J Tellis
Download or read book The SAGE Handbook of Advertising written by Gerard J Tellis and published by SAGE. This book was released on 2007-10-24 with total page 513 pages. Available in PDF, EPUB and Kindle. Book excerpt: ′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.
Book Synopsis Advanced Introduction to Planning Theory by : Robert A. Beauregard
Download or read book Advanced Introduction to Planning Theory written by Robert A. Beauregard and published by Edward Elgar Publishing. This book was released on 2020-04-24 with total page 189 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this original approach to the world of planning theory, Robert A. Beauregard cuts across the many different ways to think about planning by organizing them around four core tasks: knowing, engaging, prescribing, and executing. In doing so, Beauregard explores how a basic concern with the relationship between knowledge and action has evolved into a complex discussion of democracy, inclusion, and justice.
Book Synopsis Handbook of Media Branding by : Gabriele Siegert
Download or read book Handbook of Media Branding written by Gabriele Siegert and published by Springer. This book was released on 2015-08-07 with total page 405 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive handbook critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifies areas of interest for further research. The authors highlight the peculiarities of this field and reveal links and commonalities with other areas of study within communication science. The chapters address different research areas, such as society-, content-, management-, audience- as well as advertising aspects of media brands. This handbook thus brings together contributions from different areas making it a valuable resource for researchers and experts from industry interested in media branding.
Book Synopsis Strategic Advertising Management by : Larry Percy
Download or read book Strategic Advertising Management written by Larry Percy and published by Oxford University Press. This book was released on 2016 with total page 455 pages. Available in PDF, EPUB and Kindle. Book excerpt: The authors deal with advertising from a strategic perspective. They begin with a broad look at what advertising is meant to do and then provide the reader with the keys to developing effective advertising and promotion campaigns.
Book Synopsis Advanced Planning and Scheduling in Manufacturing and Supply Chains by : Yuri Mauergauz
Download or read book Advanced Planning and Scheduling in Manufacturing and Supply Chains written by Yuri Mauergauz and published by Springer. This book was released on 2016-04-25 with total page 584 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is a guide to modern production planning methods based on new scientific achievements and various practical planning rules of thumb. Several numerical examples illustrate most of the calculation methods, while the text includes a set of programs for calculating production schedules and an example of a cloud-based enterprise resource planning (ERP) system. Despite the relatively large number of books dedicated to this topic, Advanced Planning and Scheduling is the first book of its kind to feature such a wide range of information in a single work, a fact that inspired the author to write this book and publish an English translation. This work consists of two parts, with the first part addressing the design of reference and mathematical models, bottleneck models and multi-criteria models and presenting various sample models. It describes demand-forecasting methods and also includes considerations for aggregating forecasts. Lastly, it provides reference information on methods for data stocking and sorting. The second part of the book analyzes various stock planning models and the rules of safety stock calculation, while also considering the stock traffic dynamics in supply chains. Various batch computation methods are described in detail, while production planning is considered on several levels, including supply planning for customers, master planning, and production scheduling. This book can be used as a reference and manual for current planning methods. It is aimed at production planning department managers, company information system specialists, as well as scientists and PhD students conducting research in production planning. It will also be a valuable resource for students at universities of applied sciences.
Book Synopsis Strategic Advertising Management by : Richard Rosenbaum-Elliott
Download or read book Strategic Advertising Management written by Richard Rosenbaum-Elliott and published by . This book was released on 2020-12-25 with total page 498 pages. Available in PDF, EPUB and Kindle. Book excerpt: With strong foundations in theory and featuring a wide range of current and international examples, Strategic Advertising Management presents an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan.
Book Synopsis The Advertising Age Encyclopedia of Advertising by : John McDonough
Download or read book The Advertising Age Encyclopedia of Advertising written by John McDonough and published by Routledge. This book was released on 2015-06-18 with total page 1754 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book The Media Handbook written by Helen Katz and published by Routledge. This book was released on 2014-05-09 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical changes in how media is planned, bought, and sold by today’s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including digital media. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and client. Also available is a Companion Website that expands The Media Handbook’s content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research.
Book Synopsis Media Planning - From Recency to Engagement by : Erwin Ephron
Download or read book Media Planning - From Recency to Engagement written by Erwin Ephron and published by ICFAI Books. This book was released on 2006-06-03 with total page 149 pages. Available in PDF, EPUB and Kindle. Book excerpt: Media planning was a cost; a base-camp support group for those highly paid troops on the front line. That has changed. Agency Media has come a long way from the mail-room assignment of simply delivering the message. Today, media planners are responsible f
Author :Matthias Lütke Entrup Publisher :Springer Science & Business Media ISBN 13 :9783790815924 Total Pages :260 pages Book Rating :4.8/5 (159 download)
Book Synopsis Advanced Planning in Fresh Food Industries by : Matthias Lütke Entrup
Download or read book Advanced Planning in Fresh Food Industries written by Matthias Lütke Entrup and published by Springer Science & Business Media. This book was released on 2005-07-15 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: Production planning in fresh food industries is a challenging task. Although modern Advanced Planning and Scheduling (APS) systems could provide significant support, APS implementation numbers in these industries remain low. Therefore, based on an in-depth analysis of three sample fresh food industries (dairy, fresh and processed meat), the author evaluates what APS systems should offer in order to effectively support production planning and how the leading systems currently handle the most distinguishing characteristic of fresh food industries, the short product shelf life. Starting from the identified weaknesses, customized software solutions for each of the sample industries are proposed that allow to optimize the production of fresh foods with respect to shelf life. The book thereby offers valuable insights not only to researchers but also to software providers of APS systems and professionals from fresh food industries.
Book Synopsis Advance Care Planning by : Leah Rogne, Ph.D.
Download or read book Advance Care Planning written by Leah Rogne, Ph.D. and published by Springer Publishing Company. This book was released on 2013-07-29 with total page 402 pages. Available in PDF, EPUB and Kindle. Book excerpt: Print+CourseSmart
