ADVERTISING: Its Role in Modern Marketing

Business & Money

DUNN, S. WATSON

Krugman, Dean M.

Barban, Arnold M.

Marketing & Sales

Dryden Press

Marketing Objectives and StrategiesSpending advertising dollars without a written marketing objective is often a waste of precious cash resources. You should decide how you wish to market your products and services. Include the how, where, when, and why in your marketing goals and objectives. This helps target your focus on how you want your company, products and brand to look. Further, you can then create your preferred strategy to achieve your objective. Take this step before you consider the advertising program that complements your marketing strategy and goa

Advertising Media: Strategy and Tactics

Jugenheimer, Donald W.

Turk, Peter B.

William C Brown Pub

Essentials of Media Planning: A Marketing Viewpoint

Cristol, Steven M.

Ntc Business Books

Book by Barban, Arnold M., Jugenheimer, Donald W., Turk, Peter B.

Advertising Media Sourcebook

Natl Textbook Co Trade

Advertising Media Sourcbook also includes extensive excercises to help you master the skills you need to better evaluate various media-both single and dual source, a guide to calculating some of the basics statistic used in advertising, a list of source contacts, and a glossary of advertising media terms.

In six concise, highly readable chapters, "Essentials of Media Planning" explains the key elements behind every successful media program. With an emphasis on the role of media planning in marketing decision making, this practical, hands-on guide is the first step towards structuring a complete and workable media plan for any product or service. New to This Edition Actual media plans by leading agencies for top new consumer and business-to-business products--Levi Dockers, Sun Microsystems, and Samsonite Luggage An illustrated analysis of the media decision-making process The enhanced role of database marketing in media planning to reach individual consumers with targeted messages Expanded coverage of market segmentation devices, including new VALS 2 and SMRB data Up-to-date media sources and statistics Critical evaluation of newly developed online media selection services, including SMRB's CHOICES and Telmar's "MicroNetwork N3P" Authoritative and easy-to-use, "Essentials of Media Planning" is a "real-world," back-to-basics guide for every media specialist, advertiser, marketer, and media student.

Kopec, Frank J.

NTC Pub. Group

In six concise, highly readable chapters, Essentials of Media Planning explains the key elements behind every successful media program. With an emphasis on the role of media planning in marketing decision making, this practical, hands-on guide is the first step towards structuring a complete and workable media plan for any product or service. New to This Edition Actual media plans by leading agencies for top new consumer and business-to-business products--Levi Dockers, Sun Microsystems, and Samsonite Luggage An illustrated analysis of the media decision-making process The enhanced role of database marketing in media planning to reach individual consumers with targeted messages Expanded coverage of market segmentation devices, including new VALS 2 and SMRB data Up-to-date media sources and statistics Critical evaluation of newly developed online media selection services, including SMRB's CHOICES and Telmar's MicroNetwork N3P Authoritative and easy-to-use, Essentials of Media Planning is a "real-world," back-to-basics guide for every media specialist, advertiser, marketer, and media student.

Essentials of Media Planning

Essentials of media planning: A marketing viewpoint

Crain Books

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