Barban, Arnold M. creator Cristol, Steven M. Kopec, Frank J. text bibliography ilu Lincolnwood, USA NTC Business Books 1993 3rd ed. monographic eng

print

xiii,153 p. : ill. ; 26 cm. 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. Arnold M. Barban Includes bibliographical references and appendix. Advertising media planning Marketing HF5826.5.B37 659.1/11 0844235237 : 92013907 http://www.loc.gov/catdir/description/mh024/92013907.html http://www.loc.gov/catdir/toc/mh023/92013907.html http://www.loc.gov/catdir/description/mh024/92013907.html http://www.loc.gov/catdir/toc/mh023/92013907.html DLC 920407 20210414114449.0 2976767