Introduction to Advertising Media
Research, Planning and Buying
Published on 1. January 1994
Book
Hardback
357 pages
978-0-8442-3545-5 (ISBN)
Description
Introduce students to the concepts and strategies behind every successful media plan while teaching them how to put media tools and techniques to use effectively. This easy-to-read text covers terminology, systems, and procedures. The dynamics of media planning are highlighted, from the formulation of advertising objectives through the strategic use of media to accomplish goals.
More details
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Illustrations
ch.
Dimensions
Height: 239 mm
Width: 190 mm
Thickness: 25 mm
Weight
852 gr
ISBN-13
978-0-8442-3545-5 (9780844235455)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
The Advertising Process The Role of Media Planning Major Mass Media Types Rating HUT/PUT/PVT/PUR/Cume Share Rating/HUT?Share Gross Rating Points Impressions Index Audience Composition Cost-Per-Thousands (CPM) Research Frequency Reach/Frequency/GRPs Frequency Distribution Quintile Distribution Effective Reach Media Audience Definitions Media Audience Research Geographic Areas Marketing Input How Much to Spend on Advertising Media Objectives Preconceived Notions about Media Types Media Strategies Media Flowchart Principles of Media Management