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Advertising Media Workbook and Sourcebook 4th edition [Minkštas viršelis]

3.00/5 (3 ratings by Goodreads)
(University of Oregon, USA), , (University of Houston, USA)
  • Formatas: Paperback / softback, 380 pages, aukštis x plotis: 279x216 mm, weight: 1180 g, 39 Tables, black and white; 10 Line drawings, black and white
  • Išleidimo metai: 14-Apr-2015
  • Leidėjas: Routledge
  • ISBN-10: 0765640945
  • ISBN-13: 9780765640949
Kitos knygos pagal šią temą:
Advertising Media Workbook and Sourcebook 4th editionDidesnis paveikslėlis
  • Formatas: Paperback / softback, 380 pages, aukštis x plotis: 279x216 mm, weight: 1180 g, 39 Tables, black and white; 10 Line drawings, black and white
  • Išleidimo metai: 14-Apr-2015
  • Leidėjas: Routledge
  • ISBN-10: 0765640945
  • ISBN-13: 9780765640949
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780765640949.html
Raktažodžiai:
This combination of workbook and sourcebook combines easy-to-understand explanations of advertising media sources and calculations with real-world examples of source material from advertising and media companies. For this edition, the authors have broadened the scope of the book and added more current topics. Online instructor's materials are available to adopters.

This combination of workbook and sourcebook combines easy-to-understand explanations of advertising media sources and calculations with real-world examples of source material from advertising and media companies. It is designed for both practitioners and students - anyone who wants to master the process of advertising media planning.

Each of the book's 45 concise units opens with a brief text segment, presents sample source materials from actual advertising and media companies, and concludes with plenty of hands-on exercises. Units are compact and easy-to-understand, and they progress in a logical way, from communication planning to media strategies and tactics.

The book also includes several valuable appendices: a media math primer, standard media formulae, media planning checklists, and a glossary of media terms.

In response to popular demand, the authors have broadened the scope of the book and added more current topics. Changes include:

  • Many new exercises with new media formats and digital media
  • New introduction of the concept of a purchase funnel as a media planning tool
  • New units devoted to popular social media channels (Facebook, Twitter, YouTube)
  • Tables and exercises updated with more recent data

Online instructor's materials are also available to adopters.

Introduction vii
Part I Marketing and Communication Planning
1(72)
1 Working with a Communication Work Plan
3(4)
2 Outlining the Components of a Communication Plan
7(6)
3 Working with a Communication Planning Worksheet
13(6)
4 Working with Competitive Media Information
19(6)
5 Working with a Situation Analysis
25(6)
6 Working with a Brand Purchase Funnel
31(6)
7 Working with Communication Objectives
37(6)
8 Working to Define the Target Market
43(10)
9 Working with Geographic Marketing Information
53(10)
10 Working with Seasonality Marketing Information
63(4)
11 Working with a Communication Budget
67(6)
Part II Media Objectives and Strategies
73(66)
12 Working to Define Media Objectives
75(6)
13 Working with Reach
81(4)
14 Working with Combinations of Media
85(6)
15 Working with Frequency
91(4)
16 Working with Frequency Levels
95(6)
17 Working with Emotional vs. Rational Appeals
101(4)
18 Working with Test Cities and Standards
105(6)
19 Working with Quintiles
111(16)
20 Working to Define Media Strategies
127(4)
21 Effectiveness, Engagement, Commoditization
131(8)
Part III Media Tactics
139(32)
22 Working to Define Media Tactics
141(4)
23 Working with Media Cost Comparisons
145(10)
24 Working with Estimating
155(8)
25 Working with a Media Calendar and Flowcharts
163(8)
Part IV Broadcast Media
171(42)
26 Working with Broadcast Media Estimates
173(8)
27 Working with Broadcast Media Costs
181(26)
28 Working with Broadcast Negotiations
207(6)
Part V Print Media
213(28)
29 Working with Print Media Estimates
215(10)
30 Working with Print Media Costs
225(10)
31 Working with Print Negotiations
235(6)
Part VI Out-of-Home Media
241(22)
32 Working with Out-of-Home Media
243(8)
33 Working with Out-of-Home Media Costs
251(6)
34 Working with Out-of-Home Negotiation
257(6)
Part VII Digital Media
263(38)
35 Working with Online Display Media Estimates
265(4)
36 Working with Analytics
269(6)
37 Working with Online Display Media Costs
275(6)
38 Working with Search Engine Marketing
281(4)
39 Working with Facebook and Twitter
285(6)
40 Working with Online Video Ads
291(6)
41 Working with Mobile Media
297(4)
Part VIII Media Tools, Analysis, and Resources
301(32)
42 Combining Sources and Data
303(4)
43 Manipulating Data
307(6)
44 Working with Basic Media Math
313(14)
45 Working with Media Websites
327(6)
Appendix A A Primer to Media Math 333(8)
Appendix B Some Commonly Used Advertising Media Formulas 341(2)
Appendix C Advertising Media Glossary 343(22)
Appendix D Steps in the Media Decision Process 365(4)
About the Authors 369
Larry D. Kelley is a Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA. He teaches advertising media planning, advertising account planning, and prinicples of advertising, among other classes. He has authored or co-authored seven books.

Donald W. Jugenheimer is an author, researcher, consultant, and educator. His specialties are communication, advertising and media management, media economics, and advertising media. He has authord or co-authored twenty books.

Kim Bartel Sheehan is Professor of Advertising at the University of Oregon, USA. Her teaching specialties are advertising management, research, and media planning. She has published extensively in academic journals, such as the Journal of Advertising, the Journal of Advertising Research, and the Journal of Public Policy and Marketing.