Advertising Media Planning / Edition 3

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More About This Textbook


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.
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Product Details

  • ISBN-13: 9780765626363
  • Publisher: Taylor & Francis
  • Publication date: 12/15/2011
  • Edition description: New Edition
  • Edition number: 3
  • Pages: 320
  • Sales rank: 897,490
  • Product dimensions: 6.00 (w) x 8.90 (h) x 0.60 (d)

Table of Contents

Selected Contents:* Preface
• 1. The Changing Role of Media Planning in Brand Support: Media Planning and IMC
• 2. Establishing a Media Framework
• 3. Outlining the Components of a Communication Plan
• 4. How Marketing Objectives Impact Communication Planning
• 5. The Role of Communication in Advertising and Marketing
• 6. Working with a Situation Analysis
• 7. Defining the Target Audience
• 8. Geography's Role in Planning
• 9. Seasonality and Timing
• 10. Competitive Analysis: Implications in Planning
• 11. Working with Creative: Implications in Planning
• 12. Working with a Communication Budget
• 13. Setting Media Communications Objectives
• 14. Communication Idea and Briefing
• 15. Media Communication Strategy and Tactics
• 16. Learning the Language of Media Planning
• 17. Learning about Media Costs
• 18. General Characteristics of Media
• 19. Evaluating Media Vehicles
• 20. Video Media
• 21. Audio Media
• 22. Print Media
• 23. Out-of-Home Media
• 24. Search Engine Marketing
• 25. Online Display Advertising
• 26. In-Store Media
• 27. Social Media
• 28. Direct Response
• 29. Alternative Media
• 30. Gaming
• 31. Ethnic Media
• 32. Sales Promotion
• 33. Owned Media
• 34. Earned Media
• 35. Perspectives on International and Global Media Planning
• 36. Preparing a Communications Plan
• 37. Media and Campaign Measurement
• 38. Impact of Media Ownership on Advertising Execution
• 39. Developing Test Plans
• 40. Agency Compensation Structures
• 41. Evaluating an Advertising Media Plan
• Appendix. The Media Function within the Advertising Business
• Index
• About the Authors
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