Strategic Media Planning & Buying: Integration of Traditional and Digital Media

By:

Rathore Basant

Material type: Text

TextLanguage: Eng Publication details: London Routledge 2024Description: 420ISBN:

9781032890043

Subject(s):

Advertising

DDC classification:

RAT 659

Summary: 1 Basic Concepts 2 Media Research 3 Effective Frequency & Effective Reach 4 Marketing Strategy & Media 5 Media Strategy Planning Decisions – Who is the Target Audience? 6 Media Strategy Planning Decisions – Where? 7 Media Strategy Planning Decisions – When to advertise? 8 Dimensions of Media Strategy – How much? 9 Principles of Strategy Planning 10 Media Mix Selections 11 Vehicle Selection I – Traditional Media 12 Vehicle Selection II – Digital Media 13 Media Buying 14 Media Marketing 15 Advertising Budget Setting 16 Media Briefing 17 Organizational Structures in Media

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	School of Fashion Technology	659 RAT (Browse shelf(Opens below))	Available (not for issue)	SOFT-BK-4334

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Previous						No cover image available No cover image available	No cover image available No cover image available	Next
Previous	659.1'57 Visual Merchandising & Display	659 BAT Advertising Management	659 HEN Strategic Writing: Multimedia Writing for Public Relations, Advertising and More	659 RAT Strategic Media Planning & Buying: Integration of Traditional and Digital Media	659 WEL Advertising Principles and Practice	670 Manufactiring Processes for Design Professionals	670 Materials Matter IV	Next

1 Basic Concepts
2 Media Research
3 Effective Frequency & Effective Reach
4 Marketing Strategy & Media
5 Media Strategy Planning Decisions – Who is the Target Audience?
6 Media Strategy Planning Decisions – Where?
7 Media Strategy Planning Decisions – When to advertise?
8 Dimensions of Media Strategy – How much?
9 Principles of Strategy Planning
10 Media Mix Selections
11 Vehicle Selection I – Traditional Media
12 Vehicle Selection II – Digital Media
13 Media Buying
14 Media Marketing
15 Advertising Budget Setting
16 Media Briefing
17 Organizational Structures in Media

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