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Advertising media : workbook and sourcebook

Author: Larry D Kelley; Donald W Jugenheimer
Publisher: Armonk, N.Y. : M.E. Sharpe, ©2008.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Summary:

Combines explanations of advertising media sources and calculations with real-world examples of actual source material from advertising and media companies. This book is useful for both practitioners  Read more...

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Details

Genre/Form: Problems and exercises
Problems, exercises, etc
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Larry D Kelley; Donald W Jugenheimer
ISBN: 9780765620347 0765620340
OCLC Number: 137325207
Description: viii, 292 pages : illustrations ; 28 cm
Contents: Working with basic media math --
Working with media websites --
Working with reach --
Working with combinations of media --
Working with frequency --
Working with frequency levels --
Working with media cost comparisons --
Working with estimating --
Working with print media contracts --
Working with broadcast measures --
Working with quintiles --
Working to define the target group --
Working with seasonality marketing information --
Working with geographic marketing information --
Working with emotional vs. rational appeals --
Working with competitive media information --
Working with media audience estimates --
Working with broadcast media estimates --
Working with print media estimates --
Working with out-of-home media --
Working with broadcast media costs --
Working with print media costs --
Working with online media --
Working with a media planning worksheet --
Working with a media workplan --
Working with calendars and flowcharts --
Working with test cities and standards --
Working with media buying --
Manipulating data --
Combining sources and data --
Effectiveness, engagement, commoditization --
Appendix A: A primer to media math --
Appendix B: Some commonly used advertising media formulas --
Appendix C: Advertising media glossary --
Appendix D: Steps in the media decision process.
Responsibility: Larry D. Kelley and Donald W. Jugenheimer.
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