Strategic Media Decisions
| Author | : Marian Azzaro |
| Publisher | : |
| Total Pages | : 556 |
| Release | : 2004 |
| Genre | : Business & Economics |
| ISBN | : |
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Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Strategic Media Decisions PDF full book. Access full book title Strategic Media Decisions.
Strategic Management in the Media
| Author | : Lucy Küng |
| Publisher | : SAGE |
| Total Pages | : 258 |
| Release | : 2008-04-11 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 0857022989 |
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"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.
Advertising Media Planning
| Author | : Larry D. Kelley |
| Publisher | : Routledge |
| Total Pages | : 361 |
| Release | : 2015-03-27 |
| Genre | : Business & Economics |
| ISBN | : 131751937X |
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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.
Advertising Media Planning
| Author | : Larry D. Kelley |
| Publisher | : Routledge |
| Total Pages | : 0 |
| Release | : 2012 |
| Genre | : Advertising media planning |
| ISBN | : 9780765626356 |
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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.
Media Strategy and Planning Workbook
| Author | : Don L. Dickinson |
| Publisher | : |
| Total Pages | : 0 |
| Release | : 2012-09-12 |
| Genre | : |
| ISBN | : 9781933199399 |
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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.
Strategic Media Planning and Buying
| Author | : Basant Rathore |
| Publisher | : Taylor & Francis |
| Total Pages | : 441 |
| Release | : 2024-05-31 |
| Genre | : Business & Economics |
| ISBN | : 1040001874 |
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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.
Strategic Management in the Media
| Author | : Lucy Küng |
| Publisher | : SAGE |
| Total Pages | : 276 |
| Release | : 2016-11-26 |
| Genre | : Social Science |
| ISBN | : 1473988128 |
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′Küng’s book stands out for its focus on concepts, drivers, and dynamics. Its scope and learning are brilliant and dazzling. This updated edition will be a source of insight for students and a tool for industry veterans who seek the perspective of academia.′ – Eli Noam, Columbia Business School ′A landmark contribution to scholarship, Küng’s excellent book provides an empirically rich and analytically sharp-sighted guide to contemporary organizational strategies in a complex and dynamic media environment.′ – Gillian Doyle, University of Glasgow ′In the age of relentless technological disruption, unlimited distribution and non-professionalization, media firms are more dependent than ever on strategic management. Küng articulates the dimensions of media industries to account for an ever-increasing array of challenges and strategies.′ – David Craig, University of Southern California In this Second Edition of a book many found invaluable for research and teaching, including myself, Küng accomplishes a challenging task: to preserve all the best qualities of the First Edition while both extending the scope and deepening understandings about strategic management theory in application to media industries.′ – Gregory Ferrell Lowe, University of Tampere With the media industries facing unprecedented change and challenge from top to bottom, it has never been more vital to understand the elements of strategy and how they apply to media organizations. This new edition: Shows innovation, disruption and strategic adaptation in action, with a stronger focus on a case-based approach Takes readers deep into case studies on BuzzFeed, The Guardian, Netflix, the New York Times and the BBC Explains strategic theory and concepts with insight and clarity Shows how to understand change and decision-making within media organizations. This is the essential guide to change and management in the media industries – ideal for students of media studies, media economics and media management.
Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities
| Author | : Bowen, Gordon |
| Publisher | : IGI Global |
| Total Pages | : 428 |
| Release | : 2014-10-31 |
| Genre | : Business & Economics |
| ISBN | : 1466665963 |
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For years, technology has been the impetus for progress in various processes, systems, and businesses; it shows no sign of ceasing further development. The application of technology-driven processes in promotionally-oriented environments has become more and more common in todays business world. Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage. Focusing on qualitative research, various technological tools, and diverse Internet environments, this book is a necessary reference source for academics, management practitioners, students, and professionals interested in the application of technology in promotionally-oriented processes.
Strategic Decision Making
| Author | : Simon Haslam |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 257 |
| Release | : 2018-01-03 |
| Genre | : Business & Economics |
| ISBN | : 0749472618 |
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Making strategic decisions is a fundamental skill for leaders and managers. However, in a business environment that is in a constant state of change, making strategic decisions has never been more difficult. Strategic Decision Making addresses this challenge by providing a framework that can be used to make sound decisions in an uncertain world. Structured around the core concepts of framing, experimenting and scaling, this book will ensure that efforts are focused where the need is greatest, that interventions are tested, evaluated and revised if necessary and that successful initiatives are effectively rolled out across the business. Packed with real world examples and backed up by academic research, Strategic Decision Making will allow today's leaders and the leaders of tomorrow to make successful and defensible business choices. It shows how to: avoid decision-making bias, overcome organizational inertia, manage the difficulties of rigid organizational structures and avoid being side tracked by outdated or irrelevant experience. Essential reading for business practitioners and management students alike, this comprehensive guide provides a robust approach to achieving strategic success.
Strategic Decisions
| Author | : Marcel Planellas |
| Publisher | : Cambridge University Press |
| Total Pages | : 209 |
| Release | : 2019-09-19 |
| Genre | : Business & Economics |
| ISBN | : 110848624X |
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For anyone faced with the challenge of making strategic decisions, this book will show readers how to choose the strategic models best suited to their needs.
