Advanced Media Planning
Media planning consists of formulating a media strategy to deliver the creative so as to best meet the brand's advertising objectives, and then implementing that strategy in an accurate and cost-effective manner. Given that approximately ninety percent of advertising dollars are spent in media, a sound understanding of media planning is essential for the researcher and professional media planner alike. Although this book provides a novel and advanced approach to media planning, the basics are covered as well, making the book suitable for trainees. The authors argue that current media planning is still too conventional, that while reach and fr…
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Produktdetails
Weitere Autoren: Rossiter, John R.
- ISBN: 978-1-4613-4677-7
- EAN: 9781461346777
- Produktnummer: 16805492
- Verlag: Springer Us
- Sprache: Englisch
- Erscheinungsjahr: 2012
- Seitenangabe: 128 S.
- Masse: H23.6 cm x B15.7 cm x D1.5 cm 214 g
- Auflage: Softcover reprint of the original 1st ed. 1998
- Abbildungen: Paperback
- Gewicht: 214
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