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Inter-media decisions : implications for agency structure
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 91-104). 2007
Persistent link: https://www.econbiz.de/10003578206
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Media für Manager : alles, was Sie über Medien und Media-Agenturen wissen müssen
Marx, Anne - 2008 - 1. Aufl.
Persistent link: https://www.econbiz.de/10003583035
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Media planning
Danaher, Peter J. - In: The Sage handbook of advertising, (pp. 299-315). 2007
Persistent link: https://www.econbiz.de/10003570510
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Mixed-media modeling may help optimize campaign recognition and brand interest : how to apply the "mixture-amount modeling" method to cross-platform effectiveness measurement
Aleksandrovs, Leonids; Goos, Peter; Dens, Nathalie; … - In: Journal of advertising research 55 (2015) 4, pp. 443-457
Persistent link: https://www.econbiz.de/10011429184
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Integrated marketing communication : creative strategy from idea to implementation
Blakeman, Robyn - 2015 - Second Edition
Persistent link: https://www.econbiz.de/10010474761
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The advertising business : operations, creativity, media planning, integrated communications
Jones, John Philip (contributor) - 1999 - Online-Ausg.
Persistent link: https://www.econbiz.de/10013207752
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Consumer-driven media planning and buying
Schultz, Don E.; Block, Martin P.; Viswanathan, Vijay - In: Journal of marketing communications 24 (2018) 8, pp. 761-778
Persistent link: https://www.econbiz.de/10011976099
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Integrated marketing communication : creative strategy from idea to implementation
Blakeman, Robyn - 2024 - Fourth edition
Persistent link: https://www.econbiz.de/10014233148
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Advanced Media Planning
Rossiter, John R. - 1998
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,...
Persistent link: https://www.econbiz.de/10013518680
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Media für Manager : Alles, was Sie über Medien und Media-Agenturen wissen müssen
Marx, Anne (contributor) - 2008
Das Verhältnis zwischen Medien, Kunden und Agenturen -- Die Arbeit der Media-Agenturen -- Der Agenturvertrag -- Erfolgreiche Media-Planung -- Die Erfolgskontrolle und Überwachung der Media-Maßnahmen -- Die Mediengattungen und Werbeformen -- Die Bedeutung von TV als Basismedium -- Die Arbeit...
Persistent link: https://www.econbiz.de/10014014555