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Strategic media decisions:

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1. Verfasser:	Azzaro, Marian (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Chicago, IL Copy Workshop 2008
Ausgabe:	2. ed.
Schlagworte:	Communication in marketing Sales promotion Advertising Direct marketing
Online-Zugang:	Table of contents only Inhaltsverzeichnis
Beschreibung:	Includes index
Beschreibung:	XVII, 538 S. zahlr. Ill., graph. Darst. 24 cm
ISBN:	9781887229333 1887229337

Internformat

MARC


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245	1	0	\|a Strategic media decisions \|c by Marian Azzaro with Dan Binder ...
250			\|a 2. ed.
264		1	\|a Chicago, IL \|b Copy Workshop \|c 2008
300			\|a XVII, 538 S. \|b zahlr. Ill., graph. Darst. \|c 24 cm
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650		4	\|a Sales promotion
650		4	\|a Advertising
650		4	\|a Direct marketing
700	1		\|a Binder, Daniel \|e Sonstige \|4 oth
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Datensatz im Suchindex

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adam_text	* * BY MARIANAZZARO WITHDANBINDER,ROBBCLAWSON,CARLALLOYD, MARYALICESHAVER,ANDOLAFWERDER SECONDEDITION2008 ISBN-10:1-887229-33-7 ISBN-13:978-1-887229-33-3 THEADVERTISEMENTS AND OTHER IMAGES INTHISBOOK ARECOPYRIGHTED MATERIALS. THEYAREREPRODUCED FOREDUCATIONAL PURPOSES ONLYUNDER FAIRUSE PROVISIONS OF U.S. COPYRIGHT LAW. THEYARESELECTEDATTHEDISCRETION OFTHEAUTHORS ASTHEYREPRESENT PRINCIPLES DISCUSSED INTHETEXT. ALLRIGHTS RESERVED. FORFURTHER INFORMATION, CONTACT: THECOPYWORKSHOP 2144 ~.HUDSONCHICAGO,IL60614 (773) 8711179 FX:(773) 2814643 WWW.ADBUZZ.COMORTHECOPYWORKSHOP@AOL.COM TL V- G CONTENTS PARTONE:MEDIATODAY CHAPTERONE:THEWORLD OFMEDIA (LEADAUTHOR-CARLALLOYD.) ABRIEFHISTORY OFMEDIA TODAY SMEDIAWORLD CONSUMERS AND THEMEDIA MEDIACONGLOMERATES ANDENTERTAINMENT BRANDS CHAPTERTWO:THEMEDIA AGE THEMEDIAINDUSTRY COMES OFAGE THETECHNOLOGY ENGINE THELANDOFOPPORTUNITY THEMEDIAWHIRL PARTTWO:MEDIAMETHODS CHAPTERTHREE:MEDIA ANDTHEMARKETING OFMESSAGES (LEADAUTHOR -CARLALLOYD.) MEDIASPEAK THEMEDIABUILDING BLOCKS THEMEDIAPLAN(ANOVERVIEW) THEMEDIAPLANNING REVOLUTION CHAPTER FOUR:CREATIVEMEDIA ANALYSIS MEDIAMEASUREMENTS AUDIENCE MEASUREMENTS EFFICIENCYMEASUREMENTS STRATEGIC ANALYSES CHAPTER FIVE:MODERN MEDIA PLANNING SETTINGMEDIA OBJECTIVES DECIDING MEDIASTRATEGIES CHOOSING THEMEDIAMIX CHARTING THETACTICALPLAN - INTRODUCTION - 5 50 81 128 171 XV -STRATEGICMEDIA DECISIONS- CHAPTERSIX:BUYING & SELLINGMEDIA THEROLEOFMEDIA PLANNING THEROLEOFMEDIA BUYING THEROLEOFMEDIA SALES PARTTHREE:LOCAL & NICHE MEDIAMARKETS CHAPTERSEVEN:LOCALMEDIA PLANNING (LEADAUTHOR -MARYALICESHAVER.) THELOCALMEDIA MIX MATCHING MEDIA WITH MARKETS THELOCALMARKET PROFILE RESEARCH ONALOCALLEVEL CHAPTER EIGHT: NICHE ANDSPECIALTY MEDIA MARKETS (LEADAUTHOR- OLAFWERDER.) MASSMEDIA ASNICHE MEDIA EXCLUSIVE NICHE MEDIA NICHE SEGMENTATION ETHNIC, ATTITUDINAL, AND LIFESTYLESEGMENTATION NICHE MEDIA PLANS PARTFOUR:NEW/INTERACTIVE MEDIA PLANNING CHAPTER NINE:MEDIA SCHANGINGWORLD (LEADAUTHOR-ROBBCLAWSON.) NEW MEDIA &: THEDIGITAL REVOLUTION MOORE S LAW THEBENEFITS OFDIGITAL MARKETING CONVERGENCE CHAPTERTEN:NEWMEDIA TECHNOLOGY (LEADAUTHOR-ROBBCLAWSON.) THEINTERNET THEINTRANET WIRELESS MEDIA GENERAL BUSINESS APPLICATIONS HOME &: PERSONAL ENTERTAINMENT XVI 198 236 293 334 357 XVLL CHAPTERELEVEN:MEDIAINCYBERSPACE (LEADAUTHOR - ROBB CLAWSON.) NEWMEDIAADVERTISING TECHNIQUES WEBSITE ADVERTISING NEWMEDIABILLINGMODELS SELLINGADVERTISING ONLINE ONLINE MEDIA KITS PARTFIVE:MEDIAAPPLICATIONS INIMC CHAPTERTWELVE:MEDIAACROSSIMCELEMENTS 415 (LEADAUTHOR - DAN BINDER.) MEDIAOFDIRECT RESPONSE MARKETING MEDIA OFPROMOTIONAL MARKETING MEDIAOFMARKETING PUBLIC RELATIONS MEDIABYIMCPRACTICE CHAPTERTHIRTEEN:MULTIMEDIAANDCROSS-PLATFORMINTEGRATION 458 (LEADAUTHOR - DAN BINDER.) CONSIDERATIONS INCROSS-PLATFORM PLANNING WHY MARKETERS WANT MULTIMEDIA WHY SELLERSSELLMULTIMEDIA WHO ARETHEBIGMULTIMEDIA PLAYERS? APPENDIX 1:SAMPLEMEDIA PLANS 497 THISAPPENDIX PRESENTS SEVERALFICTIONALIZED MEDIA PLAN EXAMPLES BASED ONREALBRAND PLANNING SITUATIONS. THREEPLANSAREINCLUDED: ACONVENTIONAL PLAN, ANICHE PLAN, ANDACROSS-PLATFORM PLAN. APPENDIX 2:GLOSSARY 517 THEWORDS YOUNEED TOKNOW INTHEWORLD OFMEDIA. INDEX 527 381
any_adam_object	1
author	Azzaro, Marian
author_facet	Azzaro, Marian
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author_sort	Azzaro, Marian
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building	Verbundindex
bvnumber	BV035695486
callnumber-first	H - Social Science
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callnumber-raw	HF5415.123
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callnumber-subject	HF - Commerce
ctrlnum	(OCoLC)225096753 (DE-599)BVBBV035695486
dewey-full	658.802
dewey-hundreds	600 - Technology (Applied sciences)
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dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
edition	2. ed.
format	Book
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indexdate	2024-07-09T21:43:37Z
institution	BVB
isbn	9781887229333 1887229337
language	English
lccn	2006278549
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owner	DE-19 DE-BY-UBM
owner_facet	DE-19 DE-BY-UBM
physical	XVII, 538 S. zahlr. Ill., graph. Darst. 24 cm
publishDate	2008
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publisher	Copy Workshop
record_format	marc
spelling	Azzaro, Marian Verfasser aut Strategic media decisions by Marian Azzaro with Dan Binder ... 2. ed. Chicago, IL Copy Workshop 2008 XVII, 538 S. zahlr. Ill., graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes index Communication in marketing Sales promotion Advertising Direct marketing Binder, Daniel Sonstige oth http://www.loc.gov/catdir/toc/fy0612/2006278549.html Table of contents only SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017749500&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Azzaro, Marian Strategic media decisions Communication in marketing Sales promotion Advertising Direct marketing
title	Strategic media decisions
title_auth	Strategic media decisions
title_exact_search	Strategic media decisions
title_full	Strategic media decisions by Marian Azzaro with Dan Binder ...
title_fullStr	Strategic media decisions by Marian Azzaro with Dan Binder ...
title_full_unstemmed	Strategic media decisions by Marian Azzaro with Dan Binder ...
title_short	Strategic media decisions
title_sort	strategic media decisions
topic	Communication in marketing Sales promotion Advertising Direct marketing
topic_facet	Communication in marketing Sales promotion Advertising Direct marketing
url	http://www.loc.gov/catdir/toc/fy0612/2006278549.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017749500&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT azzaromarian strategicmediadecisions AT binderdaniel strategicmediadecisions

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