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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 info for Advertising Media Sourcebook, 4th edition

Example text

2. Closed-end model. To make full Use of a campaign investment, the media planning and buying contributions to effectiveness must be evaluated. The results are then given natural access to plans for the next campaign cycle. This insures that media is a complete function in advertising decision-making. 3. Competitive awareness. Throughout the process, data and information of competing strategies and tactics is needed. Consumer marketing companies, though driven by consumer satisfaction, must compete with others for target prospect attention and interest.

4 135 377 671 277 6. 2 126 315 560 238 7. 0 85 229 419 193 8. 9 73 253 375 124 9. 8 70 168 283 105 10. 2 1,238 3,266 6,040 2,306 11. 6 86 218 331 112 12. 5 65 147 273 119 13. 5 55 181 220 100 14. Minneapolis-St. 5 53 167 207 116 15. Tampa-St. 6 59 157 267 94 16. Miami-Ft. 4 85 163 349 123 17. 2 45 105 160 80 18. 2 48 126 193 104 19. 2. 71 193 255 131 20. St. 0 1,844 4,819 8,450 3,353 21. 2 59 127 230 64 22. 0 45 127 184 64 23. 0 45 126 220 92 24. 0 28 77 138 47 25. 0 41 64 172 62 26. 0 47 138 185 97 27.

Format Notes The excerpt shown on the next page is from a San Francisco market report. The audience reported is confined to women between the ages of 25 and 49. Two geographic areas are reported. The total survey area ("TSA") reports listenership from the metropolitan area and many other surrounding counties. Because radio stations vary significantly in distance coverage, marketers are often interested in all the listeners regardless of residence location. " These estimates appeal to companies selling products or services concentrated close to the city and suburbs.

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


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