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Springer Mediaplanung: Methodische Grundlagen und praktische Anwendungen

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Description

Die gesamte aktuelle Thematik der Mediaplanung zeigt, wie ein gegebenes quantitatives Kommunikationsziel durch geeignete Auswahl der Werbeträger möglichst kostengünstig realisiert werden kann. Es wird aufgezeigt, wie Mediaplanung in die gesamte Marketingkommunikation integriert wird. Die Mediaplanung selbst wird als Entscheidungsprozess behandelt, ausgehend von der Mediaselektion, der Marktsegmentierung, der Zielbestimmung, dem Einfluss der Kommunikationsinhalte auf die Mediaentscheidung und der Budgetierung. Einen Hauptteil stellt die Mediaforschung als Informationsbasis für die Mediaplanung dar sowie die Behandlung der verschiedenen Mediagattungen: Fernsehen, Zeitschriften, Zeitungen, Außenwerbung, Hörfunk, Kino und das Internet. Diese Mediagattungen werden abschließend einem umfassenden Intermediavergleich unterzogen. Dieses Buch enthält auch internationale Mediaforschung und Mediaforschung im B-to-B-Sektor. Insgesamt wurde das Werk den neuesten Entwicklungen und Daten in den für das Marketing relevanten Medien angepasst.

Product Specifications

Format
hardcover
Domain
Amazon UK
Release Date
21 November 2012
Listed Since
03 June 2012

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No barcode data available

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