Planning Media

William J. Donnelly

Editura: Prentice Hall
For courses in Media Planning and Advertising Media.Very contemporary in its perspective, this text not only explains and illustrates tools of the trade, but also explains the "why" and "how" while demonstrating the creative mind at work.
  • Limba : Engleza
  • Cuprins :

    I. BASIC CONCEPTS AND SKILLS.

     1. Conceptual Foundations of Media Planning.
     2. Marketing and Media Planning.
     3. Foundation Skills.
     4. Information Resources: Markets and Targets.

    II. INITIAL PLANNING PROCESS.

     5. Part I - Marketing Analysis.
     6. Geographic Weighting: Skills and Resources.

    III. STRATEGY DEVELOPMENT.

     7. Part II - Objectives and Strategies.
     8. Media Work Plan: Part II - Scheduling Reach and Frequency.
     9. Media Work Plan: Part II - Alternative Media Selection.

    IV. TACTICAL PLANNING AND EXECUTION.

    10. Media Work Plan: Part III - Tactical Planning.
    11. Tactical Resources and Skills.
    12. Negotiating the Future: Media Sales and Purchase.
    Glossary.
    Index.
  • Data Publicarii : 1996
  • Editie : 1
  • Format : Paperback
  • Numar pagini : 333
  • ISBN : 9780135678350
Rating:
305.99 Lei
Disponibilitate : 3-5 saptamani

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