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Author : Larry D. Kelley,Donald W. Jugenheimer
Publisher : M.E. Sharpe
Page : 202 pages
File Size : 48,7 Mb
Release : 2008
Category : Electronic
ISBN : 9780765628749
Author : Christina Spurgeon
Publisher : Routledge
Page : 235 pages
File Size : 45,8 Mb
Release : 2007-10-31
Category : Language Arts & Disciplines
ISBN : 9781134086207
This comprehensive introduction explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from 'mass' to 'my' media, Advertising and New Media critically evaluates the social and cultural implications of increased interactivity and consumer creativity for the future of advertising, with examples drawn from the USA, the UK, Europe, Australia and the peoples Republic of China. Features include: evaluation of consumer-generated advertising, including the Coke Mentos phenomenon, and comparative analysis of the Dove ‘Real Beauty’ and Axe/Lynx ‘Effect’ campaigns interviews with industry practitioners, providing first-hand insights on the impact of new media on advertising.
Author : Roger Baron,Jack Sissors
Publisher : McGraw Hill Professional
Page : 496 pages
File Size : 41,7 Mb
Release : 2010-05-28
Category : Business & Economics
ISBN : 9780071738903
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 : Larry D. Kelley,Donald W. Jugenheimer,Kim Bartel Sheehan
Publisher : Routledge
Page : 0 pages
File Size : 48,7 Mb
Release : 2012
Category : Advertising media planning
ISBN : 0765626357
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 : Kim Bartel Sheehan,D. W. Jugenheimer,L. D. Kelley
Publisher : Routledge
Page : 421 pages
File Size : 54,6 Mb
Release : 2015-01-05
Category : Business & Economics
ISBN : 9781317477587
Author : Robyn Blakeman
Publisher : SAGE
Page : 265 pages
File Size : 40,7 Mb
Release : 2014
Category : Business & Economics
ISBN : 9781412997614
A concise guide that offers a step-by-step approach to the strategic use of alternative media by both the marketing and advertising professions.
Author : Larry D. Kelly,Donald W. Jugenheimer,Kim Bartel Sheehan
Publisher : Routledge
Page : 300 pages
File Size : 41,5 Mb
Release : 2015-02-12
Category : Business & Economics
ISBN : 9781317477624
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 : Harvey R. Cook
Publisher : Unknown
Page : 124 pages
File Size : 51,8 Mb
Release : 1969
Category : Advertising
ISBN : UIUC:30112106563544
Author : Michael F. Walsh
Publisher : Unknown
Page : 8 pages
File Size : 51,9 Mb
Release : 1988
Category : Advertising media planning
ISBN : UIUC:30112105078833
Author : Marla R. Stafford,Ronald J. Faber
Publisher : Routledge
Page : 400 pages
File Size : 41,7 Mb
Release : 2015-03-26
Category : Business & Economics
ISBN : 9781317477556
Today, new media enter our lives faster than ever before. This volume provides a complete, state-of-the-art overview of the newest media technologies and how they can be used in marketing communications - essential information for any organization that wants to maintain an effective advertising program, as well as for experts and students in the fields of advertising and mass communications. Advertising, Promotion, and New Media offers crucial insights on the use of cutting-edge techniques including 3-D advertising, mobile advertising, advergames, interactivity, and netvertising images, as well as more familiar Internet advertising formats such as banner ads and pop-ups. It also discusses such important topics as how to select online affiliates, and how to assess the effectiveness of new media advertising and compare it with traditional formats. Throughout the book, the chapter authors offer up-to-date information and thought provoking ideas on emerging technology and how it can be used effectively for advertising and promotion in the future.
Author : Deepak Gupta
Publisher : Mittal Publications
Page : 696 pages
File Size : 45,7 Mb
Release : 2005
Category : Advertising
ISBN : 8170999871
Author : Edith Smit
Publisher : Het Spinhuis
Page : 208 pages
File Size : 42,7 Mb
Release : 1999
Category : Business & Economics
ISBN : 9055891363
For most consumers, advertising is less important than ad- vertisers might think. Advertising appears to function as something in the background that is hardly noticed, as "wallpaper," But mass-mediated advertising should at least function as a reminder when people are making choices. Smit addresses these questions through in-depth interviews, a nation-wide telephone survey with follow-up mail and a face-to-face survey. Edith Smit is associate professor at the Department of Communication at the University of Amsterdam and at the Amsterdam School of Communications Research (ascor). She is also Deputy Director of swocc, the Dutch Foundation for Fundamental Research on Commercial Communication.
Author : John Sinclair
Publisher : Routledge
Page : 170 pages
File Size : 52,6 Mb
Release : 2012
Category : Business & Economics
ISBN : 9780415668835
Advertising as an object of study. Global trends in the advertising industry. Advertising and the media in motion. Current trends in advertising, media and society. Advertising, globalistion and world and world regions.
Author : Marla R. Stafford,Ronald J. Faber
Publisher : Routledge
Page : 393 pages
File Size : 46,8 Mb
Release : 2015-03-26
Category : Business & Economics
ISBN : 9781317477563
Today, new media enter our lives faster than ever before. This volume provides a complete, state-of-the-art overview of the newest media technologies and how they can be used in marketing communications - essential information for any organization that wants to maintain an effective advertising program, as well as for experts and students in the fields of advertising and mass communications. Advertising, Promotion, and New Media offers crucial insights on the use of cutting-edge techniques including 3-D advertising, mobile advertising, advergames, interactivity, and netvertising images, as well as more familiar Internet advertising formats such as banner ads and pop-ups. It also discusses such important topics as how to select online affiliates, and how to assess the effectiveness of new media advertising and compare it with traditional formats. Throughout the book, the chapter authors offer up-to-date information and thought provoking ideas on emerging technology and how it can be used effectively for advertising and promotion in the future.
Author : Justice Hamilton
Publisher : Scientific e-Resources
Page : 316 pages
File Size : 43,8 Mb
Release : 2018-11-16
Category : Electronic
ISBN : 9781839474163
Advertising research is a systematic process of marketing research conducted to improve the efficiency of advertising. Advertising and media research explains the complexities of planning in a fast-moving non-complex style. As we enter the new century of transformed advertising techniques and marketing challenges. Research is to find out something new, and advertising research is to find out how advertising works effectively and guide in making effective advertising decisions. There are various kinds of advertising research, and these include pre-testing, post-testing, campaign research, and measuring advertising effectiveness. Advertising follows logically after listening to consumer requirements, introducing productive conditions, distributing the goods. However, the actual sequence - and emphasis deriving from the diverse sub-cultures - can be quite differentiated. The effects of the different mass media on social, psychological and physical aspects. Research survey that segments the people based on what television programs they watch, radio they listen and magazines they read. Media research makes use of scientific methods of research. It aims at providing an objective, unbiased evaluation of data. First the research problem is identified, and then a prescribed set of procedures of research is followed to investigate the problem. Only thereafter comes report of the findings. This book is more catered to readers who have no background on the media. It is more informational than instructional. It's great if you are looking into learning about how the media works per se but not if you are concerned about effectively positioning your products in the market.