Download Full eBooks in PDF
Marketing Media Decisions Book in PDF, ePub and Kindle version is available to download in english. Read online anytime anywhere directly from your device. Click on the download button below to get a free pdf file of Marketing Media Decisions book. This book definitely worth reading, it is an incredibly well-written.
Author : Marian Azzaro
Publisher : Unknown
Page : 556 pages
File Size : 51,6 Mb
Release : 2004
Category : Business & Economics
ISBN : IND:30000107318051
Author : Larry Kelley,Kim Sheehan,Donald W. Jugenheimer
Publisher : Routledge
Page : 352 pages
File Size : 49,5 Mb
Release : 2015-03-27
Category : Business & Economics
ISBN : 9781317519379
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 : Peter S.H. Leeflang,Dick R. Wittink,Michel Wedel,Philippe A. Naert
Publisher : Springer Science & Business Media
Page : 642 pages
File Size : 53,7 Mb
Release : 2013-06-29
Category : Business & Economics
ISBN : 9781461540502
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 : Edgar Crane
Publisher : John Wiley & Sons
Page : 532 pages
File Size : 46,5 Mb
Release : 1972
Category : Business & Economics
ISBN : MINN:31951001812186T
Author : Arnold M. Barban,Steven M. Cristol,Frank J. Kopec
Publisher : Contemporary Books
Page : 180 pages
File Size : 48,8 Mb
Release : 1993
Category : Advertising media planning
ISBN : CORNELL:31924063109023
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 : Berend Wierenga
Publisher : Springer Science & Business Media
Page : 630 pages
File Size : 54,9 Mb
Release : 2008-09-05
Category : Business & Economics
ISBN : 9780387782133
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 : Anonim
Publisher : Unknown
Page : 690 pages
File Size : 48,9 Mb
Release : 1988
Category : Advertising
ISBN : UOM:35128001695897
Author : Jack Zanville Sissors,Jim Surmanek
Publisher : Unknown
Page : 460 pages
File Size : 52,9 Mb
Release : 1982
Category : Business & Economics
ISBN : MINN:31951001406514G
Author : Larry D. Kelley
Publisher : Unknown
Page : 128 pages
File Size : 47,5 Mb
Release : 2012
Category : BUSINESS & ECONOMICS
ISBN : 1782689923
This acclaimed and widely adopted text offers practical guidance for those involved in the critical task of media planning on a daily basis, as well as those who must ultimately approve strategic media decisions.
Author : Bpp Learning Media Staff,Chartered Institute of Marketing
Publisher : Unknown
Page : 128 pages
File Size : 46,8 Mb
Release : 2008-09
Category : Marketing
ISBN : 0751751677
Author : Nikolaos F. Matsatsinis,Y. Siskos
Publisher : Springer Science & Business Media
Page : 517 pages
File Size : 42,5 Mb
Release : 2012-12-06
Category : Business & Economics
ISBN : 9781461511472
Intelligent Support Systems for Marketing Decisions examines new product development, market penetration strategies, and other marketing decisions utilizing a confluence of methods, including Decision Support Systems (DSS), Artificial Intelligence in Marketing and Multicriteria Analysis. The authors systematically examine the use and implementation of these methodologies in making strategic marketing decisions. Part I discusses the basic concepts of multicriteria analysis vis-à-vis marketing decisions and in new product development situations. Part II presents basic concepts from the fields of Information Systems, Decision Support Systems, and Intelligent Decision Support Methods. In addition, specialized categories of DSS (multicriteria DSS, web-based DSS, group DSS, spatial DSS) are discussed in terms of their key features and current use in marketing applications. Part III presents IDSS and a multicriteria methodology for new product development. Further chapters present a developmental strategy for analyzing, designing, and implementing an Intelligent Marketing Decision Support System. The implementation discussion is illustrated with a real-world example of the methods and system in use.
Author : Kelley
Publisher : M.E. Sharpe
Page : 146 pages
File Size : 42,5 Mb
Release : 2015-05-18
Category : Business & Economics
ISBN : 9780765628763
"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 : Anonim
Publisher : Unknown
Page : 1000 pages
File Size : 45,9 Mb
Release : 1978
Category : Advertising
ISBN : NWU:35556005490495
Author : Don E. Schultz,Beth E. Barnes,Heidi F. Schultz,Marian Azzaro
Publisher : Routledge
Page : 480 pages
File Size : 48,6 Mb
Release : 2015-01-28
Category : Business & Economics
ISBN : 9781317475613
Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to 'sell', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. "Building Customer-Brand Relationships" is themed around the four key elements marketing communicators use in developing programs - audiences, brands, delivery, and content - but provides an innovative approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or 'pull' media of Internet, mobile communications, social networks, and more. Its 'customer-centric' media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text's concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.
Author : L. Meghan Mahoney,Tang Tang
Publisher : John Wiley & Sons
Page : 390 pages
File Size : 40,9 Mb
Release : 2024-02-27
Category : Business & Economics
ISBN : 9781119890386
Learn to utilize social media strategies that inspire behavior change in any landscape Strategic Social Media: From Marketing to Social Change, Second Edition combines best social media marketing practices with the application of traditional communication, behavior change, and marketing theories. More than a basic "how-to" guide, this innovative resource balances social media theory and real-world practice in a variety of areas, including advocacy, public health, entertainment, and education. With a clear and readable style, the authors explain the power and possibilities of social media to influence personal relationships and social change. The media environment of today is more mobile, visual, and personalized than ever before. In the second edition of Strategic Social Media, the authors incorporate advances in the field such as enhanced visual communication, digital experience sharing, omnichannel marketing, IoT, artificial intelligence, mass personalization, and social e-commerce. An entirely new chapter on utilizing social media for personal branding efforts is accompanied by new and updated examples, action plans, business models, and international case studies throughout. Covers all key aspects of strategic social media: landscape, messages, marketing and business models, social change, and the future Highlights opportunities to break down barriers with institutions of power, achieve greater transparency, and mobilize users through social media Contains social media strategies readers can apply to any past, present, or future social media platform Helps practitioners make better decisions about brand objectives and evaluate and monitor social media marketing efforts Provides clear guidance on crafting social media messages that reach intended audiences and ignite dialogue and behavior change Offering comprehensive coverage of both the theory and practice of facilitating behavior change in social media audiences, Strategic Social Media: From Marketing to Social Change, Second Edition, is essential reading for undergraduate and graduate students in digital and social media marketing courses, social media practitioners, entrepreneurs, digital content creators, journalists, activists, and marketing and public relations professionals.