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 Planning And Buying PDF full book. Access full book title Strategic Media Planning And Buying.
Author | : Marian Azzaro |
Publisher | : |
Total Pages | : 556 |
Release | : 2004 |
Genre | : Business & Economics |
ISBN | : |
Author | : Ronald D. Geskey, Sr. |
Publisher | : Createspace Independent Publishing Platform |
Total Pages | : 684 |
Release | : 2016-11-19 |
Genre | : Advertising media planning |
ISBN | : 9781537438269 |
UPDATED (4th) EDITION of the most up to date and comprehensive book on media panning and buying in the 21st century. In addition to extensive updating, includes brand new chapters on Internet and programmatic buying.
Author | : Basant Rathore |
Publisher | : Taylor & Francis |
Total Pages | : 441 |
Release | : 2024-05-31 |
Genre | : Business & Economics |
ISBN | : 1040001874 |
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 | : Larry D. Kelley |
Publisher | : Routledge |
Total Pages | : 362 |
Release | : 2015-03-27 |
Genre | : Business & Economics |
ISBN | : 1317519361 |
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 | : Ronald D. Geskey |
Publisher | : Createspace Independent Publishing Platform |
Total Pages | : 0 |
Release | : 2014-10-29 |
Genre | : Advertising media planning |
ISBN | : 9781502358714 |
Advertising Media Planning and Buying Textbook NEW! Media Planning & Buying in the 21st Century (3rd edition) is a leading textbook for students and early career professionals about the process of marketing-media planning, media buying and media sales in the 21st century. It is the most comprehensive and up to date media book available explaining the basics of media in simple English and a 21st century integrated marketing communications (IMC) perspective. Media Planning & Buying in the 21st Century The book includes 26 chapters leading readers step by step in the development of an actual media plan. Chapters include entry level definitions and perspectives; the media revolution; the concepts of audience, impact and media costs; media math; media in marketing, how media work; target marketing and geographic development; the tools of IMC; role of traditional vs. digital media; internet marketing; developing a strategic media plan; media negotiations and buying; media sales; the future, and a few surprises. The Media Planning Revolution Let the buyer beware! We are in the early stages of a media revolution with exponential change everywhere-- which impacts every aspect of the marketing communications and advertising media planning process. Examples: changes in demographics; demand for integrated marketing communications and interactivity; demand for accountability; new technologies and media innovations; certain traditional media will likely flounder; media convergence will continue; and consumers will gain even more control over their media/ advertising consumption. Jesse James Rides Again! As if learning about the exciting changes like those cited above wasn't enough, here's a new and perhaps unexpected challenge for advertising media professors, students, and professionals alike. In the good old days, media planning and buying and selling used to be a "goody two shoes" occupation, i.e., there was little to no fraud found in buying or selling media, no fake audiences, no cheating, no illegal cooking the books, no computer programs dedicated to stealing from advertisers. Disagreements, yelling and screaming, yes; but intentional dishonesty and breaking the law? No. Multi-million dollar deals with television networks were sealed with a phone call or a handshake. There was mutual trust between buyers and sellers. If a magazine rep promised a page 1 position, you could take it to the bank. Caveat-Emptor Today, we are once again living in the Wild, Wild West. We are saturated with internet sales hype, dubious audience definitions, and rampant on line ad fraud perpetrated by a large handful of crooks. With bogus clicks and fake impressions and no transparency, advertisers are being cheated out of at least $10-11 billion or more annually by fraudsters. What's worse, this fraud is taking place in the open. Industry leadership knows about it, but has done nothing because everyone profits from it (except advertisers). The Author: Ronald D. Geskey, Sr. Ronald D. Geskey, Sr. spent over 30 years in account & media management at leading worldwide ad agencies and teaching advertising and media at some leading U.S. universities; including: Leo Burnett/Chicago, Texas Tech, D'Arcy, Campbell Ewald and General Motors R*Works. Ron worked with clients such as Allstate, Midland Bank, Green Giant, KFC, Heinz Ketchup, Glad Bags, 3M Company, Conwed, Chevrolet Motor Division, Chevrolet dealers, and General Motors. Ron has a masters in marketing/communication from Southern Illinois University, and other post graduate work at Northwestern, Michigan State, and Wharton.
Author | : John R. Rossiter |
Publisher | : Springer Science & Business Media |
Total Pages | : 122 |
Release | : 2011-06-27 |
Genre | : Business & Economics |
ISBN | : 144198738X |
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 | : Don L. Dickinson |
Publisher | : |
Total Pages | : 0 |
Release | : 2012-09-12 |
Genre | : |
ISBN | : 9781933199399 |
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 | : Larry D. Kelley |
Publisher | : Routledge |
Total Pages | : 0 |
Release | : 2012 |
Genre | : Advertising media planning |
ISBN | : 9780765626356 |
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 | : Sage Publications Pvt. Limited |
Total Pages | : 0 |
Release | : 2022-10-14 |
Genre | : |
ISBN | : 9789354791970 |
A comprehensive textbook that provides a robust framework for creating media strategy that enables brand-building.
Author | : Larry D. Kelley |
Publisher | : Taylor & Francis |
Total Pages | : 312 |
Release | : 2022-12-30 |
Genre | : Business & Economics |
ISBN | : 1000814564 |
Advertising Media Planning blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of media planning. Taking a unique brand communication approach from an agency perspective, the textbook is organized into four key parts, walking the student through the foundations of brand communication, communication planning, the different media channels available, and the process of preparing, presenting, and evaluating a media plan. This 5th edition has been fully updated to include: • An emphasis throughout on digital and global media planning • New chapters on the role of brand communication, media planning and data analytics, paid media, mobile media, influencer marketing, and B2B media • New mini-case studies and innovation-focused call-out boxes throughout, showcasing media examples from Europe, the United States, and Asia • Discussion questions to foster engagement and understanding A highly regarded new edition, this practical and integrated textbook should be core reading for advanced undergraduate and postgraduate students studying Media Planning, Advertising Management, Integrated Marketing Communication, and Brand Management. Instructor resources include: PowerPoint slides, a test bank, and an instructor manual.