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Author :
Publisher :
ISBN 13 :
Total Pages : 782 pages
Book Rating : 4.3/5 (512 download)
Download or read book Marketing & Media Decisions written by and published by . This book was released on 1990 with total page 782 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Michael F. Walsh
Publisher :
ISBN 13 :
Total Pages : 8 pages
Book Rating : 4.:/5 (31 download)
Download or read book Advertising Media Decisions written by Michael F. Walsh and published by . This book was released on 1988 with total page 8 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Larry D. Kelley
Publisher : Routledge
ISBN 13 : 1317519361
Total Pages : 362 pages
Book Rating : 4.3/5 (175 download)
Download or read book Advertising Media Planning written by Larry D. Kelley and published by Routledge. This book was released on 2015-03-27 with total page 362 pages. Available in PDF, EPUB and Kindle. Book excerpt: The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis, as well as those who must ultimately approve strategic media decisions. Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach, and real-world business examples. Several new chapters have been added to the fourth edition, including: International advertising Campaign evaluation The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today Evaluating media vehicles, filled with up-to-date examples Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media Increased coverage of communication planning Added focus on the importance of media strategy early on in the book Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.
Author : Marian Azzaro
Publisher :
ISBN 13 :
Total Pages : 556 pages
Book Rating : 4.3/5 ( download)
Download or read book Strategic Media Decisions written by Marian Azzaro and published by . This book was released on 2004 with total page 556 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author :
Publisher :
ISBN 13 :
Total Pages : 716 pages
Book Rating : 4.3/5 (512 download)
Download or read book Media Decisions written by and published by . This book was released on 1979 with total page 716 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Jack Zanville Sissors
Publisher :
ISBN 13 :
Total Pages : 460 pages
Book Rating : 4.:/5 (319 download)
Download or read book Advertising Media Planning written by Jack Zanville Sissors and published by . This book was released on 1982 with total page 460 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Larry D. Kelley
Publisher : Routledge
ISBN 13 : 9780765626356
Total Pages : 0 pages
Book Rating : 4.6/5 (263 download)
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.
Author : Arnold M. Barban
Publisher : Contemporary Books
ISBN 13 :
Total Pages : 180 pages
Book Rating : 4.E/5 ( download)
Download or read book Essentials of Media Planning written by Arnold M. Barban and published by Contemporary Books. This book was released on 1993 with total page 180 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Kelley
Publisher : M.E. Sharpe
ISBN 13 : 0765628767
Total Pages : 146 pages
Book Rating : 4.7/5 (656 download)
Download or read book Cases in Advertising Management written by Kelley and published by M.E. Sharpe. This book was released on 2015-05-18 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Cases in Advertising Management" offers a wide range of short, medium-length, and longer cases, all designed to illuminate the topics covered in an Advertising Management course. The book can stand alone, or, for instructors who wish to incorporate a combined casebook and textbook approach, it can be adopted alongside any standard text, including Advertising Management by the same authors.The book features actual real-life cases that reflect current trends in the advertising and promotion industry, with a strong emphasis on digital media and integrated marketing communications. A detailed introduction ('How to Analyze a Case Study') is followed by 30 cases, covering a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, and managing change.
Author : Jack Sissors
Publisher : McGraw-Hill
ISBN 13 : 9780844215631
Total Pages : 472 pages
Book Rating : 4.2/5 (156 download)
Download or read book Advertising Media Planning, Sixth Edition written by Jack Sissors and published by McGraw-Hill. This book was released on 2002-06-24 with total page 472 pages. Available in PDF, EPUB and Kindle. Book excerpt: The bible of media planning for more than 25 years, Advertising Media Planning gives you the proven essentials of planning, purchasing, and evaluating the effectiveness of advertising Discussions of media planning as the “noncreative” side of advertising miss the boat entirely. A successful media plan requires creative decisions on media, time frames, dollar distribution, and more. In addition to having in-depth knowledge of available media resources, the best media planners must also be strategic experts in marketing, advertising, research, and finance. Through five previous editions, Advertising Media Planning has proven to be essential to the success of both practicing and aspiring media planners. Now in its sixth edition, it continues to provide valuable insight and comprehensive coverage of media plan construction, reach and continuity measurement, and more, along with timely updates that include: The latest in academic research and professional best practices An all-new hypothetical media plan, providing a top-down perspective on real-world media planning Illustrative examples of the Internet and other new media integrated throughout the text Advertising Media Planning explains the complexities of planning in a fast-moving, noncomplex style. As we enter the new century of transformed advertising techniques and marketing challenges, this all-inclusive yet highly readable reference--an artful blend of long-standing fundamentals and the latest tools and approaches--remains the one must-have resource for anyone interested in creative, results-based media planning and buying.
Author : Edd Applegate
Publisher : Rowman & Littlefield
ISBN 13 : 9780742538368
Total Pages : 236 pages
Book Rating : 4.5/5 (383 download)
Download or read book Cases in Advertising and Marketing Management written by Edd Applegate and published by Rowman & Littlefield. This book was released on 2007 with total page 236 pages. Available in PDF, EPUB and Kindle. Book excerpt: Online Instructor Manual (login required) Creative Brief Form (Figure 8.1) (pdf file) Students of advertising and marketing management learn many concepts and theories in their foundational courses, but real-world experiences are invaluable to understanding the decision-making process. Cases in Advertising and Marketing Management offers students the opportunity to apply what they have learned in previous courses to realistic situations from the business world. The authors, a professor of advertising and an advertising agency executive, draw on their practical experiences with everyday challenges--ranging from budgets, electronic marketing, IMC, and account strategy to agency politics, overdue client payments, and ethical dilemmas. Each of the forty cases focuses on a contemporary problem or issue for students to identify and analyze, followed by discussion questions to help them work through the case toward a reasonable solution. The final chapters review important themes from the cases and look at several types of advertising and marketing positions often found in agencies or companies. Appropriate for upper-level or capstone courses in advertising and marketing management, this provocative, highly readable text provides students with insight into the situations they will face in their future careers and helps them develop valuable skills for solving problems and making sound decisions.
Author : Lyndon O. Brown
Publisher :
ISBN 13 :
Total Pages : 420 pages
Book Rating : 4.F/5 ( download)
Download or read book Advertising media written by Lyndon O. Brown and published by . This book was released on 1957 with total page 420 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Lyndon Osmond Brown
Publisher :
ISBN 13 :
Total Pages : 416 pages
Book Rating : 4.:/5 (321 download)
Download or read book Advertising Media written by Lyndon Osmond Brown and published by . This book was released on 1957 with total page 416 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Peter S.H. Leeflang
Publisher : Springer Science & Business Media
ISBN 13 : 146154050X
Total Pages : 642 pages
Book Rating : 4.4/5 (615 download)
Download or read book Building Models for Marketing Decisions written by Peter S.H. Leeflang and published by Springer Science & Business Media. This book was released on 2013-06-29 with total page 642 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.
Author :
Publisher :
ISBN 13 :
Total Pages : 152 pages
Book Rating : 4.3/5 (555 download)
Download or read book Journal of Media Planning written by and published by . This book was released on 1992 with total page 152 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Donald W. Jugenheimer
Publisher : WCB/McGraw-Hill
ISBN 13 :
Total Pages : 496 pages
Book Rating : 4.3/5 ( download)
Download or read book Advertising Media written by Donald W. Jugenheimer and published by WCB/McGraw-Hill. This book was released on 1992 with total page 496 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Morton I. Jaffe
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (818 download)
Download or read book The Decision Process in Advertising Media Selection written by Morton I. Jaffe and published by . This book was released on 1971 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
