附註:Includes bibliographical references (pages 177-180) and index.
What Is Media? : What Media Are Out There? ; The Role of Media in Business ; Media Versus Communications ; The Role of Media in Consumers' Lives ; How Media Work with Advertising ; Tasks in Media -- Media in the Marketing Context : Getting to Know the Consumer ; Looking at the Marketplace ; What Are the Competitors Up To? ; Where Is Your Brand Sold? ; A Word About Budgets ; Timing and Other Issues -- Developing Optimal Media Objectives : how the Marketing Objective Leads to the Media Objective ; Media and the Advertising Objective ; Advertising Objectives and the Consumer Decision Process ; Media and the Consumer Decision Process ; Establishing Media Objectives ; Checklist: Developing Optimal Media Objectives -- Exploring the Media : Media Versus Communications ; Media Categories ; A Television in Every Home ; New Forms of Television ; Benefits of Television to Advertisers ; Drawbacks of Television Advertising ; Research on Television ; Radio: The "Everywhere" Medium ; Benefits of Radio to Advertisers ; Drawbacks of Radio Advertising ; Research on Radio ; All the News That's Fit to Print: Newspaper Advertising ; Benefits of Newspaper Advertisers ; Drawbacks of Newspaper Advertising ; Research on Newspapers ; Magazines: An Explosion of Choice ; Benefits of Magazines to Advertisers ; Drawbacks of Magazine Advertising ; Research on Magazines ; Outdoor Billboards and Beyond: From Cairo, Egypt, to Cairo, Illinois ; Benefits of Outdoor Billboards to Advertisers ; Drawbacks of Billboard Advertising ; Research on the Internet ; Which Media Should You Use? ; Alternative Forms of Communication ; Checklist: Exploring the Major Media -- Terms, Calculations, and Considerations : Defining Key Media Terms ; Understanding Ratings ; Reach and Frequency ; Beyond Reach and Frequency ; Calculating Costs ; Category-Specific Criteria ; Checklist: Terms, Calculations, and Considerations -- Creating the Plan : Target Audience's Use of Media ; Timing of the Plan ; Balancing Reach and Fre
摘要:Provides a practical introduction to the media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this edition incorporates three topics - consolidation, consumer control, and communication accountability.
