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Introduction to Advertising Media By Jim Surmanek

Introduction to Advertising Media

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Introduces students to the concepts and strategies behind successful media plans while teaching to put media tools and techniques to use effectively. This text covers terminology, systems, and procedures. The dynamics of media planning are presented, from the formulation of advertising objectives through the strategic use of media to attain goals.

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Introduction to Advertising Media Summary


Introduction to Advertising Media: Research, Planning and Buying by Jim Surmanek

Introduce students to the concepts and strategies behind every successful media plan while teaching them how to put media tools and techniques to use effectively. This easy-to-read text covers terminology, systems, and procedures. The dynamics of media planning are highlighted, from the formulation of advertising objectives through the strategic use of media to accomplish goals.

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Table of Contents


The Advertising Process The Role of Media Planning Major Mass Media Types Rating HUT/PUT/PVT/PUR/Cume Share Rating/HUT?Share Gross Rating Points Impressions Index Audience Composition Cost-Per-Thousands (CPM) Research Frequency Reach/Frequency/GRPs Frequency Distribution Quintile Distribution Effective Reach Media Audience Definitions Media Audience Research Geographic Areas Marketing Input How Much to Spend on Advertising Media Objectives Preconceived Notions about Media Types Media Strategies Media Flowchart Principles of Media Management

Additional information

GOR002283790
Introduction to Advertising Media: Research, Planning and Buying by Jim Surmanek
Jim Surmanek
Used - Very Good
Hardback
McGraw-Hill Education - Europe
1993-01-01
357
0844235458
9780844235455
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.