Selecting Advertising Media

Author : Helen Katz
Publisher : Routledge
ISBN 13 : 042978564X
Total Pages : 236 pages
Book Rating : 4.41/5 ( download)

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Download or read book The Media Handbook written by Helen Katz and published by Routledge. This book was released on 2019-05-03 with total page 236 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Harvey R. Cook
Publisher :
ISBN 13 :
Total Pages : 124 pages
Book Rating : 4.44/5 ( download)

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Download or read book Selecting Advertising Media written by Harvey R. Cook and published by . This book was released on 1969 with total page 124 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : Helen Katz
Publisher : Routledge
ISBN 13 : 1135194548
Total Pages : 239 pages
Book Rating : 4.43/5 ( download)

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Download or read book The Media Handbook written by Helen Katz and published by Routledge. This book was released on 2010-07-29 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Media Handbook provides a practical introduction to the complete media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the pl "This work is suitable for faculty who teach advertising, as well as students of advertising media planning." CHOICE

Author : Roger Baron
Publisher : McGraw Hill Professional
ISBN 13 : 0071738908
Total Pages : 496 pages
Book Rating : 4.03/5 ( download)

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Download or read book Advertising Media Planning, Seventh Edition written by Roger Baron and published by McGraw Hill Professional. This book was released on 2010-05-28 with total page 496 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Helen E. Katz
Publisher : Routledge
ISBN 13 : 9781138689152
Total Pages : 0 pages
Book Rating : 4.57/5 ( download)

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Download or read book The Media Handbook written by Helen E. Katz and published by Routledge. This book was released on 2016-09-05 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Media versus Communications -- Media Categories -- A Television in Every Home -- Network Television -- Syndication -- Spot Television -- Cable Television -- Satellite Television -- IPTV -- Television on Demand and Everywhere -- Benefits of Television to Advertisers -- True to Life -- The Most Pervasive Medium -- Reaching the Masses -- Drawbacks of Television Advertising -- Dollars and Sense -- Quick Cuts -- Cluttering the Airwaves -- Placing Spots -- Research on Television -- Radio: The "Everywhere" Medium -- Network Radio -- Spot Radio -- Satellite Radio -- Digital Audio.

Author : Harvey R. Cook
Publisher :
ISBN 13 :
Total Pages : 133 pages
Book Rating : 4.51/5 ( download)

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Download or read book Selecting Advertising Media written by Harvey R. Cook and published by . This book was released on 1977 with total page 133 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : Lyndon O. Brown
Publisher :
ISBN 13 :
Total Pages : 420 pages
Book Rating : 4.41/5 ( download)

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Download or read book Advertising media written by Lyndon O. Brown and published by . This book was released on 1957 with total page 420 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : Larry D. Kelley
Publisher : Routledge
ISBN 13 : 9780765626356
Total Pages : 0 pages
Book Rating : 4.57/5 ( download)

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Download or read book Advertising Media Planning written by Larry D. Kelley and published by Routledge. This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.

Author : Lyndon Osmond Brown
Publisher :
ISBN 13 :
Total Pages : 416 pages
Book Rating : 4.51/5 ( download)

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Download or read book Advertising Media written by Lyndon Osmond Brown and published by . This book was released on 1957 with total page 416 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : Jack Zanville Sissors
Publisher :
ISBN 13 :
Total Pages : 445 pages
Book Rating : 4.50/5 ( download)

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Download or read book Advertising Media Planning written by Jack Zanville Sissors and published by . This book was released on 1986 with total page 445 pages. Available in PDF, EPUB and Kindle. Book excerpt: