Advertising Media Workbook and SourceBook / Edition 1

Advertising Media Workbook and SourceBook / Edition 1

by Taylor and Francis, Donald W. Jugenheimer
     
 

ISBN-10: 0765615401

ISBN-13: 9780765615404

Pub. Date: 09/28/2004

Publisher: Taylor & Francis

This practical workbook on effective media planning provides the most current media data and secondary source material available, and includes coverage of cable TV and the Internet. Each of the book's twenty sections opens with a brief text segment and sample source materials from actual advertising and media companies, followed by numerous hands-on exercises. For

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Overview

This practical workbook on effective media planning provides the most current media data and secondary source material available, and includes coverage of cable TV and the Internet. Each of the book's twenty sections opens with a brief text segment and sample source materials from actual advertising and media companies, followed by numerous hands-on exercises. For course use, instructors can download solutions from the M.E. Sharpe website. The Advertising Media Workbook and Sourcebook also includes a media math primer, standard media formulae, media planning checklists, and a glossary of media terms. The perfect companion to the authors' Advertising Media Planning, this handy workbook can also be used as a supplement to any media planning textbook.

Product Details

ISBN-13:
9780765615404
Publisher:
Taylor & Francis
Publication date:
09/28/2004
Edition description:
Older Edition
Pages:
192
Product dimensions:
8.30(w) x 10.80(h) x 0.60(d)

Table of Contents

Unit 1. Working with Basic Media Math; Unit 2. Working with Reach; Unit 3. Working with Combinations of Media; Unit 4. Working with Frequency; Unit 5. Working with Print Media Contracts; Unit 6. Working with Broadcast Measures; Unit 7. Working with Frequency Levels; Unit 8. Working with Marketing Information; Unit 9. Working with Media Cost Comparisons; Unit 10. Working to Define the Target Group; Unit 11. Working with Quintiles; Unit 12. Working with Competitive Media Information; Unit 13. Working with Media Audience Estimates; Unit 14. Working with Broadcast Media Audience Estimates; Unit 15. Working with Print Media Audience Estimates; Unit 16. Working with Miscellaneous Media Audience Estimates; Unit 17. Working with Actual Broadcast Media Costs; Unit 18. Working with Actual Print Media Costs; Unit 19. Working with Actual Miscellaneous Media Costs; Unit 20. Working to Put It All Together; Appendix A. A Primer to Media Math; Appendix B. Some Commonly Used Advertising Media Formulas; Appendix C. Advertising Media Glossary; Appendix D. Steps in the Media Decision Process

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