The media handbook: a complete guide to advertising media selection, planning, research, and buying
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Mahwah, NJ[u.a.]
Erlbaum
2007
|
| Ausgabe: | 3rd ed. |
| Schriftenreihe: | LEA's communication series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVII, 189 S. Ill. |
| ISBN: | 0805857176 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804135396101062656 |
|---|---|
| adam_text | Contents
Preface
Acknowledgments
Introduction
1
What Media Are Out There
The Role of Media in Business
How the Media World Has Changed
Media Versus Communications
The Role of Media in Consumers Lives
How Media Work With Advertising
Tasks in Media
Summary
2
Getting to Know the Consumer
Looking at the Marketplace
What Are the Competitors Up to?
Where Is Your Brand Sold?
Consumers and Media
A Word About Budgets
Timing and Other Issues
Summary
Checklist
3
How the Marketing Objective Leads to the Media Objective
Media and the Advertising Objective
Advertising Objectives and the Consumer Decision Process
Media and the Consumer Decision Process
ix
CONTENTS
Consumers,
Establishing
Summary
Checklist—Developing Optimal Media Objectives 47
Exploring the Media 48
Media as Brand Contacts 4°
Media Categories ^
A Television in Every Home
New Forms of Television
Benefits of Television to Advertisers *>2
Drawbacks of Television Advertising
Research on Television °
Radio
Benefits of Radio to Advertisers
Drawbacks of Radio Advertising
Research on Radio
All the News That s Fit to Print
Benefits of Newspapers to Advertisers
Drawbacks of Newspaper Advertising
Magazines
Benefits of Magazines to Advertisers
Drawbacks of Magazine Advertising
Research on Magazines
Outdoor Billboards and Beyond
to Cairo, Illinois
Benefits of Outdoor Billboards to Advertisers
Drawbacks of Outdoor Billboard Advertising
Internet
Benefits of Internet to Advertisers
Drawbacks of Internet Advertising
Research on the Internet
Alternative Forms of Communication
Which Media Should You Use?
Summary
Checklist
5
CONTENTS xi
Understanding
Reach and Frequency
Beyond Reach and Frequency
Calculating Costs
Category-Specific Criteria
Summary
Checklist
6
Target Audience s Use of and Relationship to Media
Timing of the Plan
Balancing Reach and Frequency
ROI
Scheduling Your Ads
Cost-Efficiencies
Tactical Considerations
Presenting the Plan
A Media Plan Example
Summary
Checklist
7
Spending More Money
Spending Less Money
Changing Targets
Changing Media
Tests and Translations
Summary
Checklist
8
Merchandising a Magazine Buy
Getting News into Newspapers
Buying Time on Television
Local TV and Radio Buys
The Great Outdoors
Implementing an Internet Buy
Buying
xii CONTENTS
Summary
Checklist
9
Pre-Plan Analysis
Post-Buy Analysis
Custom Consumer Research
ROI
Summary
Checklist
Appendix A: Key Resources
Appendix B: Associations and Sources
References
Index
|
| adam_txt |
Contents
Preface
Acknowledgments
Introduction
1
What Media Are Out There
The Role of Media in Business
How the Media World Has Changed
Media Versus Communications
The Role of Media in Consumers' Lives
How Media Work With Advertising
Tasks in Media
Summary
2
Getting to Know the Consumer
Looking at the Marketplace
What Are the Competitors Up to?
Where Is Your Brand Sold?
Consumers and Media
A Word About Budgets
Timing and Other Issues
Summary
Checklist
3
How the Marketing Objective Leads to the Media Objective
Media and the Advertising Objective
Advertising Objectives and the Consumer Decision Process
Media and the Consumer Decision Process
ix
CONTENTS
Consumers,
Establishing
Summary
Checklist—Developing Optimal Media Objectives 47
\ Exploring the Media 48
Media as Brand Contacts 4°
Media Categories ^
A Television in Every Home
New Forms of Television
Benefits of Television to Advertisers *>2
Drawbacks of Television Advertising
Research on Television °"
Radio
Benefits of Radio to Advertisers
Drawbacks of Radio Advertising
Research on Radio
All the News That's Fit to Print
Benefits of Newspapers to Advertisers
Drawbacks of Newspaper Advertising
Magazines
Benefits of Magazines to Advertisers
Drawbacks of Magazine Advertising
Research on Magazines
Outdoor Billboards and Beyond
to Cairo, Illinois
Benefits of Outdoor Billboards to Advertisers
Drawbacks of Outdoor Billboard Advertising
Internet
Benefits of Internet to Advertisers
Drawbacks of Internet Advertising
Research on the Internet
Alternative Forms of Communication
Which Media Should You Use?
Summary
Checklist
5
CONTENTS xi
Understanding
Reach and Frequency
Beyond Reach and Frequency
Calculating Costs
Category-Specific Criteria
Summary
Checklist
6
Target Audience's Use of and Relationship to Media
Timing of the Plan
Balancing Reach and Frequency
ROI
Scheduling Your Ads
Cost-Efficiencies
Tactical Considerations
Presenting the Plan
A Media Plan Example
Summary
Checklist
7
Spending More Money
Spending Less Money
Changing Targets
Changing Media
Tests and Translations
Summary
Checklist
8
Merchandising a Magazine Buy
Getting News into Newspapers
Buying Time on Television
Local TV and Radio Buys
The Great Outdoors
Implementing an Internet Buy
Buying
xii CONTENTS
Summary
Checklist
9
Pre-Plan Analysis
Post-Buy Analysis
Custom Consumer Research
ROI
Summary
Checklist
Appendix A: Key Resources
Appendix B: Associations and Sources
References
Index |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Katz, Helen |
| author_facet | Katz, Helen |
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| author_sort | Katz, Helen |
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| discipline | Soziologie Literaturwissenschaft |
| discipline_str_mv | Soziologie Literaturwissenschaft |
| edition | 3rd ed. |
| format | Book |
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| isbn | 0805857176 |
| language | English |
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| spelling | Katz, Helen Verfasser aut The media handbook a complete guide to advertising media selection, planning, research, and buying Helen Katz 3rd ed. Mahwah, NJ[u.a.] Erlbaum 2007 XVII, 189 S. Ill. txt rdacontent n rdamedia nc rdacarrier LEA's communication series Mediaplanning gtt Reclame gtt Medien (DE-588)4169187-8 gnd rswk-swf Massenmedien (DE-588)4037877-9 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Mediaplanung (DE-588)4038221-7 gnd rswk-swf Vermarktung (DE-588)4121857-7 gnd rswk-swf (DE-588)4151278-9 Einführung gnd-content Gidsen (vorm) gtt Medien (DE-588)4169187-8 s Vermarktung (DE-588)4121857-7 s DE-604 Mediaplanung (DE-588)4038221-7 s Marketing (DE-588)4037589-4 s Massenmedien (DE-588)4037877-9 s 1\p DE-604 Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014825606&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Katz, Helen The media handbook a complete guide to advertising media selection, planning, research, and buying Mediaplanning gtt Reclame gtt Medien (DE-588)4169187-8 gnd Massenmedien (DE-588)4037877-9 gnd Marketing (DE-588)4037589-4 gnd Mediaplanung (DE-588)4038221-7 gnd Vermarktung (DE-588)4121857-7 gnd |
| subject_GND | (DE-588)4169187-8 (DE-588)4037877-9 (DE-588)4037589-4 (DE-588)4038221-7 (DE-588)4121857-7 (DE-588)4151278-9 |
| title | The media handbook a complete guide to advertising media selection, planning, research, and buying |
| title_auth | The media handbook a complete guide to advertising media selection, planning, research, and buying |
| title_exact_search | The media handbook a complete guide to advertising media selection, planning, research, and buying |
| title_exact_search_txtP | The media handbook a complete guide to advertising media selection, planning, research, and buying |
| title_full | The media handbook a complete guide to advertising media selection, planning, research, and buying Helen Katz |
| title_fullStr | The media handbook a complete guide to advertising media selection, planning, research, and buying Helen Katz |
| title_full_unstemmed | The media handbook a complete guide to advertising media selection, planning, research, and buying Helen Katz |
| title_short | The media handbook |
| title_sort | the media handbook a complete guide to advertising media selection planning research and buying |
| title_sub | a complete guide to advertising media selection, planning, research, and buying |
| topic | Mediaplanning gtt Reclame gtt Medien (DE-588)4169187-8 gnd Massenmedien (DE-588)4037877-9 gnd Marketing (DE-588)4037589-4 gnd Mediaplanung (DE-588)4038221-7 gnd Vermarktung (DE-588)4121857-7 gnd |
| topic_facet | Mediaplanning Reclame Medien Massenmedien Marketing Mediaplanung Vermarktung Einführung Gidsen (vorm) |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014825606&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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