Advanced Media Planning pdf epub mobi txt 電子書 下載 2024


Advanced Media Planning

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Rossiter, John R./ Danaher, Peter J.
Kluwer Academic Pub
1998-7
125
$ 179.67
HRD
9780792382188

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发表于2024-11-29

Advanced Media Planning epub 下載 mobi 下載 pdf 下載 txt 電子書 下載 2024

Advanced Media Planning epub 下載 mobi 下載 pdf 下載 txt 電子書 下載 2024

Advanced Media Planning pdf epub mobi txt 電子書 下載 2024



圖書描述

Media planning consists of formulating a media strategy to deliver the creative so as to best meet the brand's advertising objectives, and then implementing that strategy in an accurate and cost-effective manner. Given that approximately ninety percent of advertising dollars are spent in media, a sound understanding of media planning is essential for the researcher and professional media planner alike. Although this book provides a novel and advanced approach to media planning, the basics are covered as well, making the book suitable for trainees. The authors argue that current media planning is still too conventional, that while reach and frequency are not incorrect, they are certainly too simplistic for modern media planning. This book introduces the advanced concept of using reach patterns in making the reach decision, and develops the method of factoring in effective frequency when making the frequency decision. Reach patterns are an entirely new concept. Effective frequency, while not new, needs proper definition and an operational formula for its calculation, both of which are provided here. Other new concepts are introduced and shown to be necessary for choosing an appropriate media strategy. The media planning software, 'Media Mania', designed by Peter Danaher, can be downloaded using the following link: http://www.mbs.edu/Media-Mania-Software/.

Advanced Media Planning 下載 mobi epub pdf txt 電子書

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