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Media Planning in Action, 3rd edition

by: Steve Dix

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On-line Price: $72.95 (includes GST)

Paperback package 195

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Retail Price: $87.95

Publisher: Cengage Learning,18.02.13

Category: MARKETING Level: B/I/A

ISBN: 0170251780
ISBN13: 9780170251785

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PRESCRIBED TEXT FOR:

Institution: UTS Broadway - First Semester 1501
Course Code: 24207
Subject: Media Planning

Media Planning in Action is the ultimate concise resource for the Media Planning student. This text is designed to cover all aspects of media plan preparation, and provides a comprehensive understanding of the media plan within an advertising context. Now in its third edition Media Planning in Action offers an updated chapter on conversational media, and includes example-rich chapters on media mathematics and media research, as well as offering a convenient and specialised media glossary.

1. Introduction to media planning
2. Media maths
3. Traditional media
4. Conversational media
5. Audience measurement
6. Media measurement for advertising campaigns
7. Frequency distributions and media effectiveness
8. Media research
9. The media plan - target market and objectives
10. The media plan - selecting media categories and vehicles
11. The media plan - scheduling and budgets
12. Compiling and pitching the media plan.