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Introduction to advertising media research, planning, and buying Jim Surmanek.
Detalles de publicación: Lincolnwood, Ill., USA NTC Business Books c1993.Descripción: xvii, 357 p. ill. 24 cmISBN:- 0844235458
- 659.1/11 20
- HF5826.5 .S85 1993
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca Encarnación Valdés Colección General bev | 659.111 S961i (Navegar estantería(Abre debajo)) | Disponible | 80000001803033 |
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Descripciones mejoradas de Syndetics:
Introduce students to the concepts and strategies behind every successful media plan while teaching them how to put media tools and techniques to use effectively. This easy-to-read text covers terminology, systems, and procedures. The dynamics of media planning are highlighted, from the formulation of advertising objectives through the strategic use of media to accomplish goals.
Includes index.
Tabla de contenidos provista por Syndetics
- The Advertising Process
- The Role of Media Planning Major Mass Media Types
- Rating HUT/PUT/PVT/PUR/Cume Share Rating/HUT?
- Share Gross Rating Points Impressions Index
- Audience Composition Cost-Per-Thousands (CPM)
- Research Frequency Reach/Frequency/GRPs Frequency
- Distribution Quintile Distribution Effective Reach Media Audience
- Definitions Media Audience
- Research Geographic Areas Marketing Input
- How Much to Spend on Advertising Media
- Objectives Preconceived Notions about Media Types Media Strategies
- Media Flowchart
- Principles of Media Management