Advertising Media Workbook and Sourcebook / Edition 3

Advertising Media Workbook and Sourcebook / Edition 3

by Kim Bartel Sheehan, D. W. Jugenheimer, L. D. Kelley
     
 

ISBN-10: 0765626381

ISBN-13: 9780765626387

Pub. Date: 10/15/2011

Publisher: Taylor & Francis

This combination workbook and sourcebook allows students to test their mastery as they learn about media sources and calculations. The material includes actual advertising media information sources and updated media audience analyses and cost data. The units begin with basic math and then proceed through increasingly complex situations and calculations, such as…  See more details below

Overview

This combination workbook and sourcebook allows students to test their mastery as they learn about media sources and calculations. The material includes actual advertising media information sources and updated media audience analyses and cost data. The units begin with basic math and then proceed through increasingly complex situations and calculations, such as quintiles, broadcast and print media estimates and actual costs. The workbook can be used with other textbooks or as a stand-alone guidebook. Annotation ©2004 Book News, Inc., Portland, OR

Product Details

ISBN-13:
9780765626387
Publisher:
Taylor & Francis
Publication date:
10/15/2011
Edition description:
Older Edition
Pages:
352
Product dimensions:
8.30(w) x 10.60(h) x 0.80(d)

Table of Contents

Introduction Part I: Marketing and Communication Planning 1. Working with a Communication Work Plan 2. Outlining the Components of a Communication Plan 3. Working with a Communication Planning Worksheet 4. Working with Competitive Media Information 5. Working with a Situation Analysis 6. Working with a Brand Purchase Funnel 7. Working with Communication Objectives 8. Working to Define the Target Market 9. Working with Geographic Marketing Information 10. Working with Seasonality Marketing Information 11. Working with a Communication Budget Part II: Media Objectives and Strategies 12. Working to Define Media Objectives 13. Working with Reach 14. Working with Combinations of Media 15. Working with Frequency 16. Working with Frequency Levels 17. Working with Emotional versus Rational Appeals 18. Working with Test Cities and Standards 19. Working with Quintiles 20. Working to Define Media Strategies 21. Effectiveness, Engagement, and Commoditization Part III: Media Tactics 22. Working to Define Media Tactics 23. Working with Media Cost Comparisons 24. Working with Estimating 25. Working with a Media Calendar and Flowcharts Part IV: Broadcast Media 26. Working with Broadcast Media Estimates 27. Working with Broadcast Media Costs 28. Working with Broadcast Negotiations Part V: Print Media 29. Working with Print Media Estimates 30. Working with Print Media Costs 31. Working with Print Negotiations Part VI: Out-of-Home Media 32. Working with Out-of-Home Media 33. Working with Out-of-Home Media Costs 34. Working with Out-of-Home Negotiation Part VII: Digital Media 35. Working with Online Display Media Estimates 36. Working with Analytics 37. Working with Online Display Media Costs 38. Working with Search Engine Marketing 39. Working with Facebook and Twitter 40. Working with Online Video Ads 41. Working with Mobile Media Part VIII: Media Tools, Analysis, and Resources 42. Combining Sources and Data 43. Manipulating Data 44. Working with Basic Media Math 45. Working with Media Websites 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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