Advertising media workbook and sourcebook:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Armonk, NY [u.a.]
M.E. Sharpe
2005
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes index |
| Beschreibung: | VIII, 239 S. |
| ISBN: | 0765615401 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804139849731538944 |
|---|---|
| adam_text | Contents
Introduction vii
Unit 1. Working with Basic Media Math 3
Unit 2. Working with Reach 17
Unit 3. Working with Combinations of Media 23
Unit 4. Working with Frequency 29
Unit 5. Working with Print Media Contracts 33
Unit 6. Working with Broadcast Measures 41
Unit 7. Working with Frequency Levels 51
Unit 8. Working with Marketing Information 61
Unit 9. Working with Media Cost Comparisons 77
Unit 10. Working to Define the Target Group 87
Unit 11. Working with Quintiles 99
Unit 12. Working with Competitive Media Information 113
Unit 13. Working with Media Audience Estimates 119
Unit 14. Working with Broadcast Media Estimates 125
Unit 15. Working with Print Media Estimates 137
Unit 16. Working with Miscellaneous Media Estimates 149
Unit 17. Working with Actual Broadcast Media Costs 157
Unit 18. Working with Actual Print Media Costs 181
Unit 19. Working with Actual Miscellaneous Media Costs 189
Unit 20. Working to Put It All Together 197
Appendix A. A Primer to Media Math 205
Appendix B. Some Commonly Used Advertising Media Formulas 213
Appendix C. Advertising Media Glossary 215
Appendix D. Steps in the Media Decision Process 235
About the Authors 239
v
|
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| isbn | 0765615401 |
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| spelling | Kelley, Larry D. Verfasser aut Advertising media workbook and sourcebook Larry D. Kelley and Donald W. Jugenheimer Armonk, NY [u.a.] M.E. Sharpe 2005 VIII, 239 S. txt rdacontent n rdamedia nc rdacarrier Includes index Mediaplanung (DE-588)4038221-7 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf (DE-588)4074111-4 Lehrmittel gnd-content Werbung (DE-588)4065541-6 s Mediaplanung (DE-588)4038221-7 s DE-604 Jugenheimer, Donald W. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017954982&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis (DE-588)4035088-5 Lehrer gnd |
| spellingShingle | Kelley, Larry D. Advertising media workbook and sourcebook Mediaplanung (DE-588)4038221-7 gnd Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4038221-7 (DE-588)4065541-6 (DE-588)4074111-4 |
| title | Advertising media workbook and sourcebook |
| title_auth | Advertising media workbook and sourcebook |
| title_exact_search | Advertising media workbook and sourcebook |
| title_full | Advertising media workbook and sourcebook Larry D. Kelley and Donald W. Jugenheimer |
| title_fullStr | Advertising media workbook and sourcebook Larry D. Kelley and Donald W. Jugenheimer |
| title_full_unstemmed | Advertising media workbook and sourcebook Larry D. Kelley and Donald W. Jugenheimer |
| title_short | Advertising media workbook and sourcebook |
| title_sort | advertising media workbook and sourcebook |
| topic | Mediaplanung (DE-588)4038221-7 gnd Werbung (DE-588)4065541-6 gnd |
| topic_facet | Mediaplanung Werbung Lehrmittel |
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