| Description |
1 online resource (257 pages) |
| Series |
Routledge Communication Series |
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Routledge communication series.
|
| Contents |
Cover; Title; Copyright; Contents; Detailed Contents; Foreword; Preface; Acknowledgments; Introduction; Chapter 1 What Is Media?; What Media Are Out There?; The Role of Media in Business; How the Media Business Has Changed; Media versus Communications; The Role of Media in Consumers' Lives; How Media Work with Advertising; Tasks in Media; Summary; Chapter 2 Media in the Marketing Context; Getting to Know the Consumer; Consumers and Brands; What Do People Know about the Brand?; How the Media Specialist Gets to Know Consumers and Brands; The Consumer Decision Process |
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How the Consumer Buys ProductsWhen Do People Buy?; How Much Do They Buy?; Looking at the Marketplace; What Are the Competitors Up To?; Product Category Trends; Interpreting Sales Trends; What Should You Measure?; Brand Trends; Share of Market; Share of Requirements; Where Is Your Brand Sold?; Development Indices; Market Share; Consumers and Media; A Word about Budgets; Timing and Other Issues; Summary; Checklist: Media in the Marketing Context; Notes; Chapter 3 Developing Optimal Media Objectives and Strategies; How the Marketing Objective Leads to the Media Objective |
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Media and the Advertising ObjectiveNeed; Awareness; Preference; Search; Selection; Purchase and Use; Satisfaction; Advertising Objectives and the Consumer Decision Process; Media and the Consumer Decision Process; Consumers, Brands, and Media; Media Objectives and ROI; Establishing Media Objectives; Defining the Target Audience; Communication Objectives; Creative Requirements; Summary; Checklist: Developing Optimal Media Objectives and Strategies; Chapter 4 Exploring the Media, Part 1: Paid; Media versus Communications; Media Categories; A Television in Every Home; Network Television |
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SyndicationSpot Television; Cable Television; Satellite Television; IPTV; Television on Demand and Everywhere; Benefits of Television to Advertisers; True to Life; The Most Pervasive Medium; Reaching the Masses; Drawbacks of Television Advertising; Dollars and Sense; Quick Cuts; Cluttering the Airwaves; Placing Spots; Research on Television; Radio: The "Everywhere" Medium; Network Radio; Spot Radio; Satellite Radio; Digital Audio; Benefits of Radio to Advertisers; Local Appeal; Reaching the Right Audience; Imagery Transfer; Keeping Costs Down; Building Frequency; Radio and Purchasing |
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Flexible MessagesDrawbacks of Radio Advertising; In the Background; Sound Only; Short Message Life; Fragmentation; Research on Radio; All the News That's Fit to Print: Newspapers; Newspaper Advertising Revenue; Benefits of Newspapers to Advertisers; Wide Reach; Timeliness; Desirable Audience; Impact of Editorial Context; Local and Regional Possibilities; Drawbacks of Newspaper Advertising; Today or Never; Active Readers; Black and White; Research on Newspapers; Magazines: An Explosion of Choice; Magazines Today; Benefits of Magazines to Advertisers; Upscale and Niche Audiences |
| Notes |
Getting Attention |
|
Print version record |
| Form |
Electronic book
|
| ISBN |
9781134974429 |
|
1134974426 |
|
