ADSTRAT provides an integrated set of tools and data for assisting advertising management decisions. By making these facilities available in a user friendly package, ADSTRAT makes it easy to use scientific techniques for advertising decision making. The ADSTRAT system takes users through the various stages of advertising planning, including situation analysis, setting objectives, budgeting, creative strategy, and media planning. The ADSTRAT package includes four types of data typically available to advertising managers: industry data, panel data, survey data, and media cost and coverage data. The ADSTRAT manual discusses the benefits of decision support systems and their application to advertising management.
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Für höhere Schule und Studium
Für Beruf und Forschung
Maße
ISBN-13
978-0-89426-181-7 (9780894261817)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Klassifikation
Chapter 1: Introduction; Chapter 2: ADSTRAT Data; Chapter 3: Situation Analysis; Chapter 4: Communication Objectives; Chapter 5: Advertising Budgeting Decisions; Chapter 6: Advertising Copy Designs; Chapter 7: Media and Scheduling Decisions; Appendix: Using the ADSTRAT System.
