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Advertising Media Sourcebook, 4th edition - download pdf or read online

By Peter B. Turk, Donald W. Jugenheimer, Arnold M. Barban

ISBN-10: 0071401393

ISBN-13: 9780071401395

ISBN-10: 0844235210

ISBN-13: 9780844235219

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Additional resources for Advertising Media Sourcebook, 4th edition

Sample text

_ For each medium estimate the cost efficiencies. _ Ascertain that all media objectives (as well as marketing and advertising objectives) can be met with the media that have been selected. _Evaluate the environment of the media. _List the media that are not to be used. _ Provide specific reasons for not using each medium. _ Consider merchandising and other promotional support that will be required. _ Outline needs for continuity. _ Relate continuity to timing of the advertising effort. _ Establish periods of introductory and sustaining phases.

Buyers must review all available media research to assure that expected performance of the selected vehicles is attained. For those media with frequent research measurement, monitoring can be a weekly duty. 5. Schedule maintenance. What happens if TV programs are preempted, if print materials don't arrive in time for printing, or if weather stops the radio station's transmission? Schedules have to be shifted, vehicles have to be replaced and substituted for. The buying function does not stop until the campaign is over and all affidavits and bills are accounted for.

Which is the top station? By most measures it is KBLX AM and FM combined (simulcast radio). Arbitron estimates that an average quarter hour will find 17,500 women between 25 and 49 in the audience. 6 percent of the metro area If you are interested in reaching the largest unduplicated (cume) audience you might consider KCBS. It is estimated to cover 110,900 different women within the daypart on a five-day basis. Page 27 Page 28 Source 9 SMRB Demographic Status of Adult Magazine Readers Research Company Simmons Market Research Bureau, Inc.

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Advertising Media Sourcebook, 4th edition by Peter B. Turk, Donald W. Jugenheimer, Arnold M. Barban


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