Essentials of Media Planning: A Marketing Viewpoint - Couverture souple

Barban, Arnold; Cristol, Steven; Kopec, Frank

Couverture souple

ISBN 10 : 0844235237 ISBN 13 : 9780844235233

Editeur : McGraw-Hill Contemporary, 1994

Synopsis

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.

Détails de l'édition

• Éditeur: McGraw-Hill Contemporary
• Date d'édition: 1994
• Langue: anglais
• ISBN 10: 0844235237
• ISBN 13: 9780844235233
• Reliure: Broché
• Numéro d'édition: 3
• Nombre de pages: 153
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible