Advertising media workbook and sourcebook
Working with basic media math -- Working with media websites -- Working with reach -- Working with combinations of media -- Working with frequency -- Working with frequency levels -- Working with media cost comparisons -- Working with estimating -- Working with print media contracts -- Working with...
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| Format: | UnknownFormat |
| Sprache: | eng |
| Veröffentlicht: |
Armonk, N.Y
Sharpe
2008
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| Ausgabe: | 2nd ed. |
| Schlagworte: | |
| Online Zugang: | Inhaltsverzeichnis |
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Tag hinzufügen | Zusammenfassung: | Working with basic media math -- Working with media websites -- Working with reach -- Working with combinations of media -- Working with frequency -- Working with frequency levels -- Working with media cost comparisons -- Working with estimating -- Working with print media contracts -- Working with broadcast measures -- Working with quintiles -- Working to define the target group -- Working with seasonality marketing information -- Working with geographic marketing information -- Working with emotional vs. rational appeals -- Working with competitive media information -- Working with media audience estimates -- Working with broadcast media estimates -- Working with print media estimates -- Working with out-of-home media -- Working with broadcast media costs -- Working with print media costs -- Working with online media -- Working with a media planning worksheet -- Working with a media workplan -- Working with calendars and flowcharts -- Working with test cities and standards -- Working with media buying -- Manipulating data -- Combining sources and data -- Effectiveness, engagement, commoditization -- Appendix A: A primer to media math -- Appendix B: Some commonly used advertising media formulas -- Appendix C: Advertising media glossary -- Appendix D: Steps in the media decision process |
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| Beschreibung: | VIII, 292 S graph. Darst 28 cm |
| ISBN: | 0765620340 0-7656-2034-0 9780765620347 978-0-7656-2034-7 |