Media planning & buying in the 21st century / Ronald D. Geskey
- Author:
- Geskey, Ronald D.
- Published:
- [Michigan?] : 2020:Marketing Communications LLC, [2011]
- Copyright Date:
- ©2011
- Physical Description:
- xxiv, 515 pages : illustrations ; 23 cm
- Contents:
- Machine generated contents note: SECTION I INTRODUCTION -- 1.Welcome to the Future -- Messages & Media -- Media Categories -- Media Roles -- Professional Media Functions -- Why Media Decisions Matter -- Let the Buyer Beware -- Summary -- 2.The Business of Media -- Size & Composition of the Industry -- Profitability -- Participants -- Positions -- Summary -- 3.The Revolution -- The Revolution -- Media Planning for the 21st Century -- Summary -- SECTION II MEDIA BASICS -- 4.Media Math -- Percentages -- Averages -- Indexing -- Weighting -- Formulas -- Summary -- 5.Audience Concepts -- Multi Media Audience Concepts -- Broadcast Media Audience Concepts -- Print Media Audience Concepts -- Out-of-Home Audience Concepts -- Internet Audience Concepts -- Audience Measurement Concepts -- Summary -- 6.Media Costs -- Why Cost is No Expense -- Media Pricing -- Media: A Commodities Market? -- Cost Efficiency: the Better Measure -- Summary -- 7.Media Impact -- Advertising: Medium or Message? -- Media Effectiveness -- Media Effectiveness Research -- Summary -- SECTION III MEDIA PLANNING -- 8.Media in Marketing -- The Marketing Concept -- The Strategic Marketing Plan -- From Marketing Plans to Media Plans -- Summary -- 9.How Do Media Work? -- ARF Response Model -- Effective Reach -- Recency -- Share of Voice -- Purchase Funnel -- Engagement -- Summary -- 10.Target Audience -- Defining the Target Audience -- Summary -- 11.Geographic Problems & Opportunities -- Geographic Marketing Philosophies -- Geographic Market Definitions -- Retail Trading Areas -- National vs. Local Media -- Geographic Market Analysis -- Geographic Spending Strategies -- Summary -- 12.Timing & Scheduling -- Media Timing Considerations -- Summary -- 13.A Budget to Grow By -- Determining the Budget -- Allocating the Budget -- Summary -- 14.The Tools of IMC -- Advertising -- Sales Promotion -- Product Placement -- Direct Marketing -- Word-of-Mouth Marketing -- Publicity -- Media Integration -- Task Matching: an IMC Planning Process -- Summary -- 15.Traditional Media -- Television -- Radio -- Newspapers -- Magazines -- Out of Home -- Summary -- 16.Internet Marketing -- Introduction -- Case Histories -- About Websites -- Types of Websites -- Internet Marketing Tools -- Summary -- 17.Free Marketing in Social Media -- Introduction -- Social Media in Marketing -- Blogs & Blogging -- Social Networking Sites -- Social News Sites -- Publishing Platforms & Communities -- Social Bookmarking Sites -- Video Sharing -- Summary -- 18.Strategic Media Planning -- Introduction -- Step 1 Marketing Situation Analysis -- Step 2 Statement of the Problem -- Step 3 Task Definition -- Step 4 Media Model Selection -- Step 5 Establish Media Objectives -- Step 6 Develop Media Strategies -- Step 7 Devise Tactical Plan -- Step 8 Test the Plan -- Step 9 Obtain Authorizations -- Summary -- SECTION IV MEDIA BUYING -- 19.Media Negotiations -- Introduction -- The Art of Negotiation -- Successful Media Negotiations -- Summary -- 20.Broadcast Media Buying -- The Broadcast Marketplace -- The Buying Process -- How to Buy Television -- How to Buy Radio -- A Media Negotiation Example -- Summary -- 21.Buying Print Media -- Buying Newspapers -- Buying Magazines -- Print Negotiating Tips -- Out of Home -- Summary -- 22.Buying Internet Advertising -- Forms of Internet Advertising -- Methods of Targeting Internet Ads -- Buying Keyword Search Advertising -- Creative---the Ads -- Buying Banners & Display Ads -- Test, Test, Test -- Summary -- 23.GUERILLA MEDIA BUYING -- Cross Platform Buys -- Media Remnants -- Online Media Auctions & Bidding Platforms -- Novel Payment Models -- Sponsor a Call for Proposals -- Summary -- SECTION V FUTURE MEDIA -- 24.The Future -- The Future -- Why the Future of Advertising Is Now -- Summary.
- Subject(s):
- ISBN:
- 1456505300
9781456505301 - Bibliography Note:
- Includes bibliographical references (pages 505-508) and index.
- Source of Acquisition:
- UP-PAT copy: Purchased with funds from the Robert J. Nurock Libraries Endowment; 2011.
- Endowment Note:
- Robert J. Nurock Libraries Endowment
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