Essentials of Media Planning: A Marketing Viewpoint - Softcover

Barban, Arnold M.; Cristol, Steven M.; Kopec, Frank J.

Softcover

ISBN 10: 0844235237 ISBN 13: 9780844235233

Verlag: McGraw-Hill Contemporary, 1994

Inhaltsangabe

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.

Details zur Ausgabe

• Verlag: McGraw-Hill Contemporary
• Erscheinungsdatum: 1994
• Sprache: Englisch
• ISBN 10: 0844235237
• ISBN 13: 9780844235233
• Einband: Taschenbuch
• Anzahl der Seiten: 153
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar