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Author : Shizue Kishi
Publisher :
ISBN 13 :
Total Pages : 522 pages
Book Rating : 4.:/5 (945 download)
Download or read book Exposure Distribution Models in Advertising Media written by Shizue Kishi and published by . This book was released on 1983 with total page 522 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Marshall David Rice
Publisher :
ISBN 13 :
Total Pages : 1656 pages
Book Rating : 4.:/5 (19 download)
Download or read book Television Exposure Distribution Models in Advertising Media written by Marshall David Rice and published by . This book was released on 1985 with total page 1656 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Roland T. Rust
Publisher : Free Press
ISBN 13 :
Total Pages : 184 pages
Book Rating : 4.3/5 (97 download)
Download or read book Advertising Media Models written by Roland T. Rust and published by Free Press. This book was released on 1986 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Hyunsoo Park
Publisher :
ISBN 13 :
Total Pages : 422 pages
Book Rating : 4.:/5 (395 download)
Download or read book Forecasting Advertising Communication Effects Using Media Exposure Distribution Models written by Hyunsoo Park and published by . This book was released on 1998 with total page 422 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Jean-Louis Chandon
Publisher : Facsimiles-Garl
ISBN 13 :
Total Pages : 672 pages
Book Rating : 4.F/5 ( download)
Download or read book A Comparative Study of Media Exposure Models written by Jean-Louis Chandon and published by Facsimiles-Garl. This book was released on 1986 with total page 672 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Marsha M. Boyd
Publisher :
ISBN 13 :
Total Pages : 38 pages
Book Rating : 4.3/5 ( download)
Download or read book Advertising Exposure Estimation Models written by Marsha M. Boyd and published by . This book was released on 1985 with total page 38 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Berend Wierenga
Publisher : Springer Science & Business Media
ISBN 13 : 0387782133
Total Pages : 621 pages
Book Rating : 4.3/5 (877 download)
Download or read book Handbook of Marketing Decision Models written by Berend Wierenga and published by Springer Science & Business Media. This book was released on 2008-09-05 with total page 621 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.
Author : Paul H. Chook
Publisher :
ISBN 13 :
Total Pages : 82 pages
Book Rating : 4.3/5 (555 download)
Download or read book ARF Model for Evaluating Media written by Paul H. Chook and published by . This book was released on 1983 with total page 82 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Gerard J Tellis
Publisher : SAGE
ISBN 13 : 1446265900
Total Pages : 513 pages
Book Rating : 4.4/5 (462 download)
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.
Author : Yunjae Cheong
Publisher :
ISBN 13 :
Total Pages : 482 pages
Book Rating : 4.:/5 (932 download)
Download or read book Multivariate Beta Binomial Distribution Model as a Web Media Exposure Model written by Yunjae Cheong and published by . This book was released on 2007 with total page 482 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : John R. Rossiter
Publisher : Springer Science & Business Media
ISBN 13 : 144198738X
Total Pages : 122 pages
Book Rating : 4.4/5 (419 download)
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/.
Author : John R. Hauser
Publisher : MIT Press
ISBN 13 : 026202991X
Total Pages : 497 pages
Book Rating : 4.2/5 (62 download)
Download or read book From Little's Law to Marketing Science written by John R. Hauser and published by MIT Press. This book was released on 2016-01-15 with total page 497 pages. Available in PDF, EPUB and Kindle. Book excerpt: The legacy of a pioneer in operations research and marketing science.
Author : American Academy of Advertising. Conference
Publisher :
ISBN 13 :
Total Pages : 244 pages
Book Rating : 4.3/5 (97 download)
Download or read book Proceedings of the ... Conference of the American Academy of Advertising written by American Academy of Advertising. Conference and published by . This book was released on 2005 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Rajiv Grover
Publisher : SAGE
ISBN 13 : 141290997X
Total Pages : 721 pages
Book Rating : 4.4/5 (129 download)
Download or read book The Handbook of Marketing Research written by Rajiv Grover and published by SAGE. This book was released on 2006-06-23 with total page 721 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.
Author : Len Tiu Wright
Publisher : Routledge
ISBN 13 : 1134826869
Total Pages : 623 pages
Book Rating : 4.1/5 (348 download)
Download or read book The Routledge Companion to Marketing Research written by Len Tiu Wright and published by Routledge. This book was released on 2021-06-27 with total page 623 pages. Available in PDF, EPUB and Kindle. Book excerpt: This single-volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new and innovative methods and technologies that are transforming marketing research and practice. Including original contributions and case studies from leading global specialists, this handbook covers many pioneering methods, such as: Methods for the analysis of user- and customer-generated data, including opinion mining and sentiment analysis Big data Neuroscientific techniques and physiological measures Voice prints Human–computer interaction Emerging approaches such as shadowing, netnographies and ethnographies Transcending the old divisions between qualitative and quantitative research methods, this book is an essential tool for market researchers in academia and practice.
Author : Micael Dahlen
Publisher : John Wiley & Sons
ISBN 13 : 0470319925
Total Pages : 613 pages
Book Rating : 4.4/5 (73 download)
Download or read book Marketing Communications written by Micael Dahlen and published by John Wiley & Sons. This book was released on 2009-12-21 with total page 613 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text. ***COMPANION WEBSITE - www.marketing-comms.com ***
Author : Batra
Publisher : Pearson Education India
ISBN 13 : 9788177588507
Total Pages : 772 pages
Book Rating : 4.5/5 (885 download)
Download or read book Advertising Management written by Batra and published by Pearson Education India. This book was released on 2009 with total page 772 pages. Available in PDF, EPUB and Kindle. Book excerpt:
