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659.1 --- 659.1 Publicity. Advertising --- Publicity. Advertising --- Advertising media planning --- Advertising media, Choice of --- Advertising media selection --- Media planning in advertising --- mediaplanning

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Media planning consists of formulating a media strategy to deliver the creative so as to best meet the brand's advertising objectives, and then implementing that strategy in an accurate and cost-effective manner. Given that approximately ninety percent of advertising dollars are spent in media, a sound understanding of media planning is essential for the researcher and professional media planner alike. Although this book provides a novel and advanced approach to media planning, the basics are covered as well, making the book suitable for trainees. The authors argue that current media planning is still too conventional, that while reach and frequency are not incorrect, they are certainly too simplistic for modern media planning. This book introduces the advanced concept of using reach patterns in making the reach decision, and develops the method of factoring in effective frequency when making the frequency decision. Reach patterns are an entirely new concept. Effective frequency, while not new, needs proper definition and an operational formula for its calculation, both of which are provided here. Other new concepts are introduced and shown to be necessary for choosing an appropriate media strategy. The media planning software, `Media Mania', designed by Peter Danaher, can be downloaded using the following link: http://www.mbs.edu/Media-Mania-Software/.

Advertising media planning. --- mediaplanning --- Mass communications --- Mediaplanning --- Reclame --- Mediastrategieën --- Mediabereik --- Advertising media planning --- 658.81 --- Advertising media, Choice of --- Advertising media selection --- Media planning in advertising --- 658.81 Sales organization --- Sales organization --- Contains audio-visual material --- Marketing. --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Marketing --- Cost effectiveness. --- Mediastrategie

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Advertising --- Advertising media planning --- #SBIB:003.AANKOOP --- #SBIB:309H2800 --- Advertising media, Choice of --- Advertising media selection --- Media planning in advertising --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Communication in marketing --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- Reclame: algemene werken --- Advertising. Public relations

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Advertising --- Advertising media [Choice of ] --- Advertising media planning --- Advertising media selection --- Choix de médias en publicité --- Choix des supports publicitaires --- Media planning in advertising --- Media-planning (Publicité) --- Mediaplanning (Publicité) --- Plan de médias --- Plan médias --- Plans de médias --- Plans médias --- Publicité --- Publicité -- Plans médias --- Reclame --- Reclame en mediaplanning --- Supports publicitaires [Choix des ] --- 659.1 --- 658.81 --- Advertising media, Choice of --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Communication in marketing --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- Publicity. Advertising --- Sales organization --- Advertising media planning. --- Advertising. --- 658.81 Sales organization --- 659.1 Publicity. Advertising --- Publicité --- Plans médias

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reclame --- Advertising. Public relations --- 658.81 --- Advertising --- Advertising media planning --- Communication in marketing --- #SBIB:309H2812 --- 659.3 --- Marketing --- Advertising media, Choice of --- Advertising media selection --- Media planning in advertising --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- Sales organization --- Marketing, consumentengedrag, consumentisme --- Mass communication. Informing, enlightening of the public at large --- 659.3 Mass communication. Informing, enlightening of the public at large --- 658.81 Sales organization --- Advertising. --- Communication in marketing. --- Reclame. Public relations --- Communication