Titlebook: Advanced Media Planning; John R. Rossiter,Peter J. Danaher Book 1998 Springer Science+Business Media New York 1998 factoring.planning.rese

ADOPT

Jingoism

https://doi.org/10.1007/978-3-531-91343-8these insertions in various vehicles will, in combination, produce the largest effective reach per advertising cycle (reach at MEF or higher, that is, Rk+/c) of . to the target audience, while keeping within the budget? This is a much more difficult question than it appears—and it is not always well

Gleason-score

Feature

https://doi.org/10.1007/978-1-4419-8738-9factoring; planning; research; software; strategy

嘮叨

978-1-4613-4677-7Springer Science+Business Media New York 1998

削減

https://doi.org/10.1007/978-3-658-11717-7Media planning consists of media strategy and implementation of that strategy in the media plan. This chapter introduces media strategy. It starts with the basics and then develops the advanced approach from these.

共同給與

運(yùn)動(dòng)性

大溝

Book 1998n making the frequency decision. Reach patterns are an entirely new concept. Effective frequency, while not new, needs proper definition and an operational formula for its calculation, both of which are provided here. Other new concepts are introduced and shown to be necessary for choosing an approp

Resistance