Essentials of media planning : a marketing viewpoint
著者
書誌事項
Essentials of media planning : a marketing viewpoint
NTC Business Books, c1993
3rd ed
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注記
Includes bibliographical references
内容説明・目次
内容説明
In six concise, highly readable chapters, Essentials of Media Planning explains the key elements behind every successful media program. With an emphasis on the role of media planning in marketing decision making, this practical, hands-on guide is the first step towards structuring a complete and workable media plan for any product or service. New to This Edition
Actual media plans by leading agencies for top new consumer and business-to-business products--Levi Dockers, Sun Microsystems, and Samsonite Luggage An illustrated analysis of the media decision-making process The enhanced role of database marketing in media planning to reach individual consumers with targeted messages Expanded coverage of market segmentation devices, including new VALS 2 and SMRB data Up-to-date media sources and statistics Critical evaluation of newly developed online media selection services, including SMRB's CHOICES and Telmar's MicroNetwork N3P Authoritative and easy-to-use, Essentials of Media Planning is a "real-world," back-to-basics guide for every media specialist, advertiser, marketer, and media student.
目次
1. A Brief Introduction to Media Planning 2. How Marketing Planning Affects Media Planning 3. Target Market Definition and Media-Market Matching 4. Media Objectives 5. The Media Mix and Media Weighting Objectives 6. Summary and Conclusions 7. Media Plans
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