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The perfect media-planning primer for your classroom or reference library. This comprehensive resource provides students with a solid foundation in media.
This book presents media dynamics--definitions of various popular media terms and how these terms fit into media planning analysis. The latter part of the book deals with media plan development--how a media plan is constructed and what students should consider in that construction. Interspersed are related topics with which students should be familiar in order to plan effective advertising efforts.
The Glossary/Index is a handy reference defining the most common terms used in media planning, as well as referring the student to the specific page where that term is discussed.
- Thoroughly discusses the major media forms including Interactive and Out-of-Home.
- Covers the basic components of a media plan: objectives, research, creative and promotion strategy, sales data, and competitive activity.
- Addresses basic questions regarding audience geography, scheduling, copy, coupons, reach, and frequency.
Inside This Book
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First Sentence
Different media forms are used for different purposes. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Different media forms are used for different purposes. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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53% buy the item featured on this page: Media Planning: A Practical Guide, Third Edition (NTC Business Books)£12.74 |
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40% buy The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research and Buying (LEA's Communication) (LEA's Communication Series)£18.99 |
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6% buy Advertising Media Planning, Sixth Edition£46.74 |
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