|
Product Description
The perfect media-planning primer for your classroom or reference library. This comprehensive resource provides students with a solid foundation in media.
This book presents media dynamics--definitions of various popular media terms and how these terms fit into media planning analysis. The latter part of the book deals with media plan development--how a media plan is constructed and what students should consider in that construction. Interspersed are related topics with which students should be familiar in order to plan effective advertising efforts.
The Glossary/Index is a handy reference defining the most common terms used in media planning, as well as referring the student to the specific page where that term is discussed.
- Thoroughly discusses the major media forms including Interactive and Out-of-Home.
- Covers the basic components of a media plan: objectives, research, creative and promotion strategy, sales data, and competitive activity.
- Addresses basic questions regarding audience geography, scheduling, copy, coupons, reach, and frequency.
Features
- Used Book in Good Condition
Customers Who Bought This Item Also Bought
- Marketing Research (8th Edition)
- The Media Handbook (Routledge Communication Series)
- Advertising: Concept and Copy (Third Edition)
- Words That Work: It's Not What You Say, It's What People Hear
- Ethics Across the Professions: A Reader for Professional Ethics
- Beloved Brands: The playbook for how to build a brand your consumers will love
- Investigating Communication: An Introduction to Research Methods (2nd Edition)
- Political Polling: Strategic Information in Campaigns (Campaigning American Style)
- The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)
- Advertising Campaign Planning: Developing an Advertising-Based Marketing Plan
*If this is not the "Media Planning: A Practical Guide" product you were looking for, you can check the other results by clicking this link. Details were last updated on Nov 20, 2024 16:13 +08.