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Index
Preface Foreword CHAPTER ONE Introduction to Media Planning: The Art of Matching Media to the Advertiser’s Marketing Needs
Media: A Message Delivery System Media Planning The Changing Face of Media Planning The Changing Role of Media Planners Classes of Media General Procedures in Media Planning Principles for Selecting Media Vehicles Problems in Media Planning
CHAPTER TWO Sample Media Plan Presentation
Background to Hypothetical Plan Media Objectives Competitive Analysis Target Audience Analysis Media Habits Media Selection Rationale Media Strategy Flowchart and Budget Post-Buy Evaluation
CHAPTER THREE The Relationship Among Media, Advertising, and Consumers
How Consumers Choose Media: Entertainment and Information Interactive Television Varied Relationships Between Audiences and Media How Consumers Perceive Digital Advertising How Audiences Process Information from Media The Media’s Importance in the Buying Process Media Planning and the Marketing Mix Exposure: The Basic Measurement of Media Audiences Need for Better Media Vehicle Measurements Response Function Measuring Audiences to Advertising Vehicles The Top Five Perennial Questions That Media Research Cannot Answer
CHAPTER FOUR Basic Measurements and Calculations
How Media Vehicles Are Measured Nielsen Television Ratings Arbitron Radio Ratings Magazines and Newspapers Internet Out-of-Home How the Data Are Interpreted General Uses of Vehicle Audience Measurements Various Concepts of Audience Measurements
CHAPTER FIVE Advanced Measurements and Calculations
GRPs Gross Impressions Reach Frequency Brief History of Effective Frequency Summary
CHAPTER SIX Marketing Strategy and Media Planning
What a Media Planner Needs to Know Situation Analysis Marketing Strategy Plan Competitive Media Expenditure Analysis Analyzing the Data International Competitive Analysis Managing Media Planning and Buying Sources of Marketing Data
CHAPTER SEVEN Strategy Planning I: Who, Where, and When
Target Selection Where to Advertise When to Advertise
CHAPTER EIGHT Strategy Planning II: Weighting, Reach, Frequency, and Scheduling
Geographic Weighting Reach and Frequency Effective Frequency and Reach Final Thoughts About Reach and Frequency Scheduling
CHAPTER NINE Selecting Media Classes: Intermedia Comparisons
Comparing Media Consumer Media Classes Other Media Intermedia Comparisons for Nonmeasured Media Media Mix
CHAPTER TEN Principles of Planning Media Strategy
Media Strategy Concepts What Media Planners Should Know Before Starting to Plan Other Elements of Media Strategy Creative Media Strategy Choosing Media Strategies Channel Planning Software
CHAPTER ELEVEN Evaluating and Selecting Media Vehicles
Determining Media Values for Magazines Target Reach, Composition, and Cost-Efficiency Other Media Values Qualitative Values of Media Ad Positions Within Media Internet Media Vehicles The Continuously Evolving Online World
CHAPTER TWELVE Media Costs and Buying Problems
Some Considerations in Planning and Buying Media Media Costs Media-Buying Problems
CHAPTER THIRTEEN Setting and Allocating the Budget
Setting the Budget Allocating the Advertising Budget
CHAPTER FOURTEEN Testing, Experimenting, and Media Planning
Tests and Experiments Test Marketing Media Testing Media Translations Appendix: Media-Planning Resources on the Internet Glossary Index
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