Essentials of media planning : A marketing viewpoint / Arnold M. Barban
Material type: TextPublisher: Lincolnwood, USA : NTC Business Books, 1993Edition: 3rd edDescription: xiii,153 p. : ill. ; 26 cmISBN: 0844235237 :Subject(s): Advertising media planning | MarketingDDC classification: 659.1/11 LOC classification: HF5826.5.B37 Online resources: Publisher description | Table of contentsItem type | Current location | Home library | Call number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5826.5.B37 (Browse shelf) | Available | 7973/400/15 |
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HF5823.W4551 Advertising & IMC :Principles & practice. / | HF5823.W4552 Advertising: principles and practice. / | HF5823.W4552 Advertising & IMC :Principles & practice. / | HF5826.5.B37 Essentials of media planning : A marketing viewpoint / | HF5826.5.S57 Advertising media planning. / | HG151.C778 The coopers and lybrand multilingual dictionary of financial reporting. / | HG151.C7781 The coopers and lybrand multilingual dictionary of financial reporting. / |
Includes bibliographical references and appendix.
Content: A brief introduction to media planning: What is media planning? -- The need for flexibility in media planning -- An overview of the media decision-making process -- Database marketing and media planning -- Summary -- Endnotes -- How marketing planning affects media planning: How marketing plans influence media plans -- How promotion plans affect media plans -- The marketing mix as a system -- How uncontrollable variables affect environment for media decisions -- Summary -- Endnotes -- Target market definition and media-marker matching: Marketing plans revolve around defined markets -- Matching markets and media -- Parameters for defining the target market -- Applying the target market definition to media decisions -- The final linkage between target markets and vehicle audiences -- More than one target markets: A question of relative emphasis -- Summary -- Endnotes -- Media objectives: A perspective on media objectives -- Concepts essential to the establishment of media objectives -- The reach-frequency trade-off -- General guidelines for formulation of media objectives -- Guidelines for stating media objectives -- The importance of specificity in media objectives -- Summary -- Endnotes -- The media mix and media weighting decisions: Media weighting -- Shifting media mix -- Media mix strategies -- Summary -- Endnotes -- Summary and conclusions: Review and summarization -- Media decisions today and tomorrow: Application of management tools -- The marriage of media and marketing -- Endnotes.
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