Media Planning : A Practical Guide
Surmanek, Jim
ISBN 10: 0844235121 ISBN 13: 9780844235127
Editorial: McGraw Hill, 1996
Usado
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Descripción
Descripción:
May show signs of wear, highlighting, writing, and previous use. This item may be a former library book with typical markings. No guarantee on products that contain supplements Your satisfaction is 100% guaranteed. Twenty-five year bookseller with shipments to over fifty million happy customers. N° de ref. del artículo 48206-5
Sinopsis:
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.
Acerca del autor: McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide
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Detalles bibliográficos
Título: Media Planning : A Practical Guide
Editorial: McGraw Hill
Año de publicación: 1996
Encuadernación: Encuadernación de tapa blanda
Condición: good
Edición: 3ª Edición