000			03463cam a2200397 a 4500
001			14424628
003			OSt
005			20210414114453.0
008			060622s2004 ilua 001 0 eng d
010			_a 2006278549
020			_a1887229175
035			_a(OCoLC)ocm57760985
040			_aIAR _cIAR _dOCLCQ _dBAKER _dDLC
042			_alccopycat
050	0	0	_aHF5415.123.A99
100	1		_aAzzaro, Marian.
245	1	0	_aStrategic media decisions. / _c Marian Azzaro.
250			_a1st ed.
260			_aChicago: _bCopy Workshop, _c2004.
300			_axviii, 524 p. : _bill. ; _c24 cm.
500			_aIncludes index. and appendix.
505			_aContents: Media today: The world of media(lead author- carla lloyd.): A brief history of media -- Today's media world -- Consumers and the media -- Media conglomerates and entertainment brands -- The media age: The media industry comes of age -- The technology engine -- The land of opportunity -- The media whirl -- Media methods: Media and the marketing of messages: Media speak -- the media building blocks -- The media plan (an overview) -- The media planning revolution -- Creative media analysis: Media measurements -- Audience measurements -- Efficiency measurements -- Strategic analysis -- Modern media planning: Setting media objectives -- Deciding media strategies -- Choosing the media mix -- Charting the tactical plan -- Buying and selling media: The role of media planning -- The role of media buying -- The role of medial sales -- Local & "niche" media markets: The local media mix: Newspapers -- Local radio and television -- City and regional magazines -- Out-of-home -- Yellow pages -- Direct mail -- New media -- Local media planning: Matching media with markets -- The local market profile -- Research on a local level -- "Niche" and specialty media markets: Mass media as niche media -- Exclusive niche media -- Niche segmentation -- Ethnic, attitudinal, and lifestyle segmentation -- Niche media plans -- New/Interactive Media planning: Media's changing world: New media & the digital revolution -- Moore's law -- The benefits of digital marketing -- Convergence -- New media technology: The internet -- The intranet -- Wireless media -- General business applications -- Home & personal entertainment -- Media in cyberspace: New media advertising techniques -- Website advertising -- New media billings models -- Selling advertising online -- Online media kits -- Media application in IMC: Media across IMC elements: Media of direct response marketing -- Media of promotional marketing -- Media of marketing public relations -- Media in B2B marketing -- Media in relationship marketing -- Media in sports marketing -- Media in entertainment marketing -- Multimedia and cross-platform integration: Considerations in cross-platform planning -- Why marketers want multimedia -- Why sellers sell multimedia -- Who are the big multimedia players.
650		0	_aCommunication in marketing.
650		0	_aSales promotion.
650		0	_aAdvertising.
650		0	_aDirect marketing.
700			_aBinder, Dan.
700			_aClawson, Robb.
700			_aLloyd, Carla.
700			_aShaver, Mary Alice.
700			_aWerder, Olaf.
856	4	1	_3Table of contents only _uhttp://www.loc.gov/catdir/toc/fy0612/2006278549.html
906			_a7 _bcbc _ccopycat _d3 _encip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c5600 _d13100