Media planning and analysis
Textbook (chapter)
Chapter Title | Media planning and analysis |
---|---|
Book Chapter Category | Textbook (chapter) |
ERA Publisher ID | 1464 |
Book Title | Integrated Marketing Communications |
Authors | |
Author | Sassenberg, Anne-Marie |
Editors | Luck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Chitty, Bill, Shimp, Terence A. and Andrews, J. Craig |
Edition | 6th Asia-Pacific ed. |
Page Range | 159-189 |
Chapter Number | 6 |
Number of Pages | 31 |
Year | 2021 |
Publisher | Cengage Learning Australia |
Cengage Learning | |
Place of Publication | Australia |
ISBN | 9780170443005 |
Web Address (URL) | https://au.cengage.com/c/isbn/9780170443005/ |
Abstract | Several of the preceding chapters have discussed the various aspects of managing integrated marketing communications, while the chapters in Part 3 consider the media channels and integrated marketing communications (IMC) elements utilised in integrated marketing communications. This chapter focuses on how to develop a media strategy for the marketing communication program, and provides an overview of media planning, followed by the development of the media strategy. A reconciliation of opposing views about optimising reach is included at the conclusion of the chapter. |
Keywords | Media planning process, media strategy, three-exposure hypothesis, scheduling, recency principle, gross rating points |
ANZSRC Field of Research 2020 | 350604. Marketing communications |
350605. Marketing management (incl. strategy and customer relations) | |
350608. Marketing theory | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | School of Business |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q7599/media-planning-and-analysis
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