Selecting Advertising Media

Author : Helen Katz
Publisher : Routledge
Page : 236 pages
File Size : 43,5 Mb
Release : 2019-05-03
Category : Business & Economics
ISBN : 9780429785641

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The Media Handbook by Helen Katz Pdf

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.

Author : Helen Katz
Publisher : Routledge
Page : 249 pages
File Size : 55,7 Mb
Release : 2014-05-09
Category : Business & Economics
ISBN : 9781134498079

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The Media Handbook by Helen Katz Pdf

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.

Author : Harvey R. Cook
Publisher : Unknown
Page : 124 pages
File Size : 55,7 Mb
Release : 1969
Category : Advertising
ISBN : UIUC:30112106563544

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Selecting Advertising Media by Harvey R. Cook Pdf

Author : Harvey R. Cook
Publisher : Unknown
Page : 133 pages
File Size : 42,7 Mb
Release : 1977
Category : Advertising
ISBN : LCCN:72602351

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Selecting Advertising Media by Harvey R. Cook Pdf

Author : Helen E. Katz
Publisher : Taylor & Francis
Page : 212 pages
File Size : 48,7 Mb
Release : 2010
Category : Business & Economics
ISBN : 0415873533

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The Media Handbook by Helen E. Katz Pdf

Provides a practical introduction to the media planning and buying process. This handbook emphasizes basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the various plans.

Author : Larry D. Kelley,Kim Bartel Sheehan
Publisher : Routledge
Page : 362 pages
File Size : 47,9 Mb
Release : 2015-03-27
Category : Business & Economics
ISBN : 9781317519362

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Advertising Media Planning by Larry D. Kelley,Kim Bartel Sheehan Pdf

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 : Lyndon O. Brown
Publisher : Unknown
Page : 420 pages
File Size : 52,7 Mb
Release : 1957
Category : Electronic
ISBN : STANFORD:20501213441

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Advertising media by Lyndon O. Brown Pdf

Author : Larry D. Kelley,Donald W. Jugenheimer,Kim Bartel Sheehan
Publisher : Routledge
Page : 0 pages
File Size : 48,6 Mb
Release : 2012
Category : Advertising media planning
ISBN : 0765626357

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Advertising Media Planning by Larry D. Kelley,Donald W. Jugenheimer,Kim Bartel Sheehan Pdf

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 : Roger Baron,Jack Sissors
Publisher : McGraw Hill Professional
Page : 496 pages
File Size : 43,6 Mb
Release : 2010-05-28
Category : Business & Economics
ISBN : 9780071738903

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Advertising Media Planning, Seventh Edition by Roger Baron,Jack Sissors Pdf

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 : Roland T. Rust
Publisher : Free Press
Page : 184 pages
File Size : 40,9 Mb
Release : 1986
Category : Advertising media planning
ISBN : UOM:39076000499439

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Advertising Media Models by Roland T. Rust Pdf

Author : Robyn Blakeman
Publisher : SAGE
Page : 265 pages
File Size : 53,9 Mb
Release : 2014
Category : Business & Economics
ISBN : 9781412997614

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Nontraditional Media in Marketing and Advertising by Robyn Blakeman Pdf

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 : William L. Bird
Publisher : Northwestern University Press
Page : 316 pages
File Size : 49,9 Mb
Release : 1999
Category : Advertising
ISBN : 0810115859

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"Better Living" by William L. Bird Pdf

""Better Living": Advertising, Media, and the New Vocabulary of Business Leadership, 1935-1955 is a history of how big business learned to be both entertaining and persuasive when talking to the public. Examining the years from the Depression to postwar prosperity, "Better Living" follows the dissemination of a politically competitive claim of "more," "new," and "better" in industry and in life. Beginning with the changes in business-government relations during the New Deal, this study looks at the ways in which politically active corporations and their leaders learned how to speak - at a time when speaking was not enough." "Using archival sources such as the NBC, Ford Motor Company, DuPont, and Franklin Delano Roosevelt collections, William L. Bird, Jr., establishes the importance of industrial films and their role in public relations and employee relations, as well as the use of dramatic radio productions in corporate public relations. The author examines the interplay between general mass radio and print advertising, radio program sponsorship and scriptwriting, sponsored motion pictures and television entertainment, as well as exhibitions and industrial fairs and the role these media played in shaping ideas about American business and political and cultural institutions in this country for the decades to come." --Book Jacket.

Author : John Waller Hobson
Publisher : Unknown
Page : 240 pages
File Size : 40,8 Mb
Release : 1968
Category : Advertising
ISBN : STANFORD:20501215003

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The Selection of Advertising Media by John Waller Hobson Pdf

Author : John R. Rossiter,Peter J. Danaher
Publisher : Springer Science & Business Media
Page : 112 pages
File Size : 42,8 Mb
Release : 2011-06-27
Category : Business & Economics
ISBN : 9781441987389

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Advanced Media Planning by John R. Rossiter,Peter J. Danaher Pdf

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 : Martyn P. Davis
Publisher : Random House Business
Page : 298 pages
File Size : 48,6 Mb
Release : 1985
Category : Business & Economics
ISBN : IND:32000003092485

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The Effective Use of Advertising Media by Martyn P. Davis Pdf