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Planning media : strategy and imagination

Author: William J Donnelly
Publisher: Upper Saddle River, N.J. : Prentice Hall, ©1996.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

For courses in Media Planning and Advertising Media.Very contemporary in its perspective, this text not only explains and illustrates tools of the trade, but also explains the "why" and "how" while  Read more...

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Genre/Form: Problèmes et exercices
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: William J Donnelly
ISBN: 0135678358 9780135678350
OCLC Number: 33865329
Description: xvi, 333 pages : illustrations, map ; 25 cm
Contents: Foreword: Creativity and Stewardship --
pt. 1. Basic Concepts and Skills. 1. Conceptual Foundations of Media Planning. 2. Marketing and Media Planning. 3. Foundation Skills. 4. Information Resources: Markets and Targets --
pt. 2. Initial Planning Process. 5. Part I --
Marketing Analysis. 6. Geographic Weighting: Skills and Resources --
pt. 3. Strategy Development. 7. Part II --
Objectives and Strategies. 8. Media Work Plan: Part II --
Scheduling Reach and Frequency. 9. Media Work Plan: Part II --
Alternative Media Selection --
pt. 4. Tactical Planning and Execution. 10. Media Work Plan: Part III --
Tactical Planning. 11. Tactical Resources and Skills. 12. Negotiating the Future: Media Sales and Purchase.
Responsibility: William J. Donnelly.

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