Media Planning & Buying N the 21st Century PDF Download

Author: Ronald D. Geskey, Sr.
Publisher: Createspace Independent Publishing Platform
ISBN: 9781537438269
Category : Advertising media planning
Languages : en
Pages : 684

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Book Description
UPDATED (4th) EDITION of the most up to date and comprehensive book on media panning and buying in the 21st century. In addition to extensive updating, includes brand new chapters on Internet and programmatic buying.

Author: Margaret A. Morrison
Publisher: SAGE
ISBN: 1412987245
Category : Business & Economics
Languages : en
Pages : 241

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Book Description
This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach created for students considering advertising careers and for those currently working in the advertising industry, this book explains what qualitative research techniques are designed to do. The text describes how these techniques aid in uncovering insights useful for advertising strategy development, creative development, and post-campaign evaluation. Practical information and discussions on interviewing, projective techniques, focus groups, and online/social media applications positioned within a theoretical context illustrate the value of qualitative research in the real world.

Author: Helen Katz
Publisher: Routledge
ISBN: 042978564X
Category : Business & Economics
Languages : en
Pages : 236

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Book Description
The Media Handbook provides a practical introduction to the advertising, media planning, and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this seventh edition includes greater coverage of social media, buying automation, the continued digitization of media, and updated statistics on media consumption. It covers over the top television, programmatic TV, digital advertising, and the automation of buying across all media. Author Helen Katz provides a continued focus on how planning and buying tie back to the strategic aims of the brand and the client, keeping practitioners and students up to date with current industry examples and practices. The Companion Website to the book includes resources for both students and instructors. For students there are flashcards to test themselves on main concepts, a list of key media associations, a template flowchart and formulas. Instructors can find lecture slides and sample test questions to assist in their course preparation.

Author: Roger Baron
Publisher: McGraw Hill Professional
ISBN: 0071738908
Category : Business & Economics
Languages : en
Pages : 496

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Book Description
The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video Apply the latest advertising technologies Build your brand in every medium Create the right budget for each campaign Through six previous editions, Advertising Media Planning has proven essential to the success of both practicing and aspiring media planners. Now in its seventh edition, it continues to provide valuable insight into the construction of media plans that most effectively achieve marketing objectives. Advertising Media Planning, seventh edition, retains all the critical information you need to know about traditional media—including TV, radio, and print--while exploring the latest media forms, illustrated with major advertiser case histories. You’ll find comprehensive coverage of the latest media planning and digital technologies, including: • Organic and sponsored Google search • Digital out-of-home video • Internet banners • Computerized media channel planning • Cell phone mobile-media • DVR’s impact on TV commercial viewing • New online and traditional media measurement technologies • Interactive television • Cross-media planning • Data fusion • International competitive spending analysis This is an exciting time for media planners. Those with the most creativity, strategic insight, and knowledge of the market are sure to find the greatest rewards. Providing firm grounding on the fundamentals and bringing you up to speed on the latest developments in digitization, this updated classic is the best and most complete companion available for navigating the new frontier of media planning.

Author: Paul Copley
Publisher: SAGE
ISBN: 1473908337
Category : Business & Economics
Languages : en
Pages : 759

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Book Description
Praise for the first edition: ‘An excellent text for exploring marketing communications in the 21st century.’ - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway ‘First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style.’ - Martin Evans, Senior Teaching in Marketing, Cardiff Business School, University of Cardiff This book introduces the core components and concepts of marketing communications for those studying at both undergraduate and postgraduate levels. It covers essential topics such as advertising, direct marketing, corporate communications, public relations, product placement, sales promotion, social media, sponsorship and many more. The author provides a set of managerial frameworks that include analysis, planning and implementation to help prepare those who go on to strategically create and effectively manage marketing communications campaigns. Every chapter includes Snapshots that help you to apply theory to engaging real-world examples. These include: BMW, Harrods, Levi’s, Lynx, Tesco, Tencent, United Colors of Benetton and Wonga. Additionally, Stop Points encourage you to pause and critically reflect upon the topic for deeper learning and higher grades. The Assignment boxes invite you to test your knowledge in the form of a task based on what you have just read to also help push yourself further. The Companion Website includes longer case studies, video feeds and other useful web links, a larger glossary of key terms, and links to SAGE journal articles. Password-protected resources are also available to lecturers, including: PowerPoint slides, a tutor manual, activities for the classroom and indicative responses to the assignments and discussion questions provided in each chapter.

Author: Peter Drucker
Publisher: Routledge
ISBN: 1136009388
Category : Business & Economics
Languages : en
Pages : 305

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Book Description
This wide-ranging, future-oriented book is sure to number among the most important and influential business books of the decade. Drucker writes with penetrating insight about the critical issues facing managers in the 1990s: the world economic order; people at work; new trends in management and the governance of organizations.

Author: Mark Austin
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 276

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Book Description
Delivers the inside track on how to make a difference in clients' businesses by managing the new communications paradigm. * Deals with the complex intra-relationships between the brand, the consumer and the media channels, providing a thorough grasp of the total media-buying scene in which media owners have to compete. * Arms businessmen with new brand building tools and demonstrates how to effectively apply them in a local, regional and global context. * Helps brand managers learn how to organize themselves and their advisors to achieve real competitive advantage.

Author: Mark Deuze
Publisher: John Wiley & Sons
ISBN: 0745680534
Category : Social Science
Languages : en
Pages : 413

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Book Description
Research consistently shows how through the years more of our time gets spent using media, how multitasking our media has become a regular feature of everyday life, and that consuming media for most people increasingly takes place alongside producing media. Media Life is a primer on how we may think of our lives as lived in rather than with media. The book uses the way media function today as a prism to understand key issues in contemporary society, where reality is open source, identities are - like websites - always under construction, and where private life is lived in public forever more. Ultimately, media are to us as water is to fish. The question is: how can we live a good life in media like fish in water? Media Life offers a compass for the way ahead.

Author: Alain Bertaud
Publisher: MIT Press
ISBN: 0262550970
Category : Political Science
Languages : en
Pages : 429

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Book Description
An argument that operational urban planning can be improved by the application of the tools of urban economics to the design of regulations and infrastructure. Urban planning is a craft learned through practice. Planners make rapid decisions that have an immediate impact on the ground—the width of streets, the minimum size of land parcels, the heights of buildings. The language they use to describe their objectives is qualitative—“sustainable,” “livable,” “resilient”—often with no link to measurable outcomes. Urban economics, on the other hand, is a quantitative science, based on theories, models, and empirical evidence largely developed in academic settings. In this book, the eminent urban planner Alain Bertaud argues that applying the theories of urban economics to the practice of urban planning would greatly improve both the productivity of cities and the welfare of urban citizens. Bertaud explains that markets provide the indispensable mechanism for cities’ development. He cites the experience of cities without markets for land or labor in pre-reform China and Russia; this “urban planners’ dream” created inefficiencies and waste. Drawing on five decades of urban planning experience in forty cities around the world, Bertaud links cities’ productivity to the size of their labor markets; argues that the design of infrastructure and markets can complement each other; examines the spatial distribution of land prices and densities; stresses the importance of mobility and affordability; and critiques the land use regulations in a number of cities that aim at redesigning existing cities instead of just trying to alleviate clear negative externalities. Bertaud concludes by describing the new role that joint teams of urban planners and economists could play to improve the way cities are managed.

Author: Jack Zanville Sissors
Publisher:
ISBN:
Category : Planificación de medios publicitarios
Languages : en
Pages : 445

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Book Description