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Strategic 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 Strategic Media Decisions book. This book definitely worth reading, it is an incredibly well-written.
Author : Marian Azzaro
Publisher : Unknown
Page : 556 pages
File Size : 40,7 Mb
Release : 2004
Category : Business & Economics
ISBN : IND:30000107318051
Author : Larry D. Kelley,Kim Bartel Sheehan
Publisher : Routledge
Page : 362 pages
File Size : 43,6 Mb
Release : 2015-03-27
Category : Business & Economics
ISBN : 9781317519362
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 : Larry D. Kelley,Donald W. Jugenheimer,Kim Bartel Sheehan
Publisher : Routledge
Page : 0 pages
File Size : 48,5 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 : Basant Rathore
Publisher : Taylor & Francis
Page : 441 pages
File Size : 43,8 Mb
Release : 2024-05-31
Category : Business & Economics
ISBN : 9781040001875
This book explores media planning, media buying and the advertising landscape in India. It provides a comprehensive look into the essential aspects of media strategies for brands and businesses to effectively reach their intended audiences and consumers. The book cuts through and demystifies complex media jargon and theories to provide an understanding of the key concepts for developing a media mix that will yield results for businesses. It discusses media research and theories and offers marketers suggestions on how to use both traditional and digital media effectively to build brands. The first section of the book introduces the basics of media theory, including data collection methodologies and their application. The second section covers the fundamentals of planning a media strategy and advertising plans and campaigns based on the goals of the company or brand. The third section discusses the practical nuances of planning – like media mix selections, media vehicle selections and media buying across all types of media. This book will be of interest to students and researchers of business and management studies, media and communication studies as well as to marketing and media professionals working in different sectors of business.
Author : Don L. Dickinson
Publisher : Unknown
Page : 0 pages
File Size : 43,5 Mb
Release : 2012-09-12
Category : Electronic
ISBN : 1933199393
The second edition of Media Strategy & Planning Workbook: How to Create a Comprehensive Media Plan is now available from Racom Communications. This edition features four significantly upgraded chapters (11 total), 94 new content pages, 112 new exhibits and illustrations, 3 new tear-out exercises, "a 50 percent larger glossary and one completely new chapter focusing on how the media industry operates. The book includes how a media buy is actually made in each paid medium; media plan pretesting; ad agency media department operations; detailed term project specifications for instructors; instructor's guide featuring a course syllabus, exercise answer keys, proposed mid-term and final exams, PowerPoint files to support chapter exhibits and illustrations, and PDF files of exercises and tests. This new book is designed to teach students how to create a comprehensive media plan. It is the most how-to teaching tool available and focuses on teaching marketable skills.
Author : Lucy Küng
Publisher : SAGE
Page : 305 pages
File Size : 41,9 Mb
Release : 2008-04-11
Category : Language Arts & Disciplines
ISBN : 9781473903845
"This book provides vital insights into the elements of strategy and their application to media firms. Solidly grounded in theory but not pedantic, it is essential reading for those who make or wish to comprehend choices of media companies." - Robert Picard, University of Jönköping "Insightful, contextually analytical, yet easy to comprehend, Strategic Management in the Media successfully applies the adaptive and interpretative areas of strategic theory in the media sectors. It provides a unique perspective in which common themes linking media strategy and industry environment are thoughtfully discussed." - Sylvia M. Chan-Olmsted, University of Florida "...an invaluable asset for students of media management. The use of pertinent examples and case studies throughout brings the analysis to life and contributes to a highly readable introduction." - Gillian Doyle, University of Glasgow This book is a comprehensive, accessible and expert introduction to strategy within a media management context. It is divided into two parts - part one providess an introduction to and overview of the media industry from a strategic management perspective, looking in detail at the sectors that together comprise the industry - newspaper, book and magazine publishing, music, radio and television - and the strategic forces at work in each. This provides the foundation for part two, which analyses a number of strategic topics central to the media sector, such as technological change, organisational structure, leadership, and creativity and innovation. The chapters follow the same structure: the relevant theory is outlined, its application to the media industry is discussed, and case studies from the media industry are used to illustrate the theory and illuminate its relevance for the media field. The cases and examples used come from all sectors of the industry and a range of geographic regions and include News Corporation, Endemol, BBC, Bertelsmann, CNN, MTV, Disney and Pixar.
Author : Deborah A. Silverman,Ronald D. Smith
Publisher : Taylor & Francis
Page : 686 pages
File Size : 54,8 Mb
Release : 2024-03-14
Category : Business & Economics
ISBN : 9781003849513
The seventh edition of Strategic Planning for Public Relations maintains its status as a leading text to guide students in developing successful public relations campaigns. Deborah Silverman and Ronald Smith bring their experience as instructors and public relations professionals to the book, providing clear, step-by-step guidance on how to plan and implement strategic communications campaigns. This new edition includes diverse examples of current cases along with classic cases that stand the test of time. It includes new “Ethics Minutes” scenarios in each step, a new research step, and examples of award-winning public relations campaigns. It also significantly increases information on social media and features a reformatting of the tactics step into four separate parts based on the PESO model (paid media, earned media, shared media, and owned media). As a leader in teaching public relations strategy, this text is ideal for students in upper division undergraduate and graduate courses in public relations strategy and campaigns. Complementing the book are online resources for both students and instructors. For students: step overviews, useful links to professional organizations and resources, checklists for the ten steps in the planning process, and two sample campaigns. For instructors: an instructors’ manual, PowerPoint slides, sample syllabi, a critique evaluation worksheet, and checklists for the ten steps in the planning process. For these online resources, please visit www.routledge.com/9781032391168 .
Author : Larry D. Kelley
Publisher : Unknown
Page : 128 pages
File Size : 55,7 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 : Phillip M. Wilbur
Publisher : Unknown
Page : 46 pages
File Size : 50,9 Mb
Release : 1998
Category : Advocacy advertising
ISBN : RUTGERS:39030036598813
Author : Larry Percy,Richard H. Elliott
Publisher : Oxford University Press
Page : 455 pages
File Size : 44,8 Mb
Release : 2016
Category : Advertising
ISBN : 9780198703655
The authors deal with advertising from a strategic perspective. They begin with a broad look at what advertising is meant to do and then provide the reader with the keys to developing effective advertising and promotion campaigns.
Author : Jack Zanville Sissors,Jim Surmanek
Publisher : Unknown
Page : 460 pages
File Size : 45,6 Mb
Release : 1982
Category : Business & Economics
ISBN : MINN:31951001406514G
Author : Asencio, Hugo
Publisher : IGI Global
Page : 370 pages
File Size : 52,6 Mb
Release : 2015-02-28
Category : Business & Economics
ISBN : 9781466681897
Typically utilized by larger corporations, social media marketing and strategy is lacking in small and medium-sized nonprofit organizations. Although these organizations are beginning to incorporate this form of online communication, there is still a need to understand the best practices and proper tools to enhance an organization’s presence on the web. Cases on Strategic Social Media Utilization in the Nonprofit Sector brings together cases and chapters in order to examine both the practical and theoretical components of creating an online social community for nonprofit organizations. The technologies discussed in this publication provide organizations with the necessary cost-effective tools for fundraising, marketing, and civic engagement. This publication is an essential reference source for practitioners, academicians, researchers, and advanced-level students interested in learning how to effectively use social media technologies in the nonprofit sector.
Author : L. Meghan Mahoney,Tang Tang
Publisher : John Wiley & Sons
Page : 390 pages
File Size : 51,8 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.
Author : Ozuem, Wilson
Publisher : IGI Global
Page : 317 pages
File Size : 50,6 Mb
Release : 2016-02-02
Category : Business & Economics
ISBN : 9781466697775
Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Competitive Social Media Marketing Strategies presents a critical examination on the integration of social networking platforms into business tactics and the challenges presented by consumers’ use of these online communities. Highlighting pivotal issues such as brand management, customer loyalty, and online services, this publication is a pivotal reference source for business managers, professionals, advanced-level students, and consultants interested in the latest research on the use of digital media tools for business opportunities.
Author : Anonim
Publisher : Unknown
Page : 1116 pages
File Size : 49,6 Mb
Release : 1990
Category : Advertising
ISBN : UOM:39076001358659