Advertising media selection and planning

Authors :: Moorman, M.
Neijens, P.C.
Smit, E.G.
Belch, M.A.
Belch, G.E.
ASCoR (FMG)
Source :: Wiley international encyclopedia of marketing-Vol. 4: Advertising and integrated communication, 22-29, STARTPAGE=22;ENDPAGE=29;TITLE=Wiley international encyclopedia of marketing-Vol. 4: Advertising and integrated communication, Wiley International Encyclopedia of Marketing
Publication Year :: 2010
Publisher :: John Wiley & Sons, 2010.
Abstract: Reach, frequency, and timing are key concepts in selecting TV, radio, newspapers, magazines, out-of-home, direct mail, Internet, and other media for advertising campaigns. We discuss these concepts and their role in media selection and media planning processes. We also describe media and audience factors that influence the impact of media. Finally, we discuss new developments in advertising media.

Subjects :: Advertising campaign
business.industry
Computer science
Citizen media
Advertising
Media relations
Public relations
business
Online advertising
New media
Media planning
News media
Mass media

Language :: English
Database :: OpenAIRE
Journal :: Wiley international encyclopedia of marketing-Vol. 4: Advertising and integrated communication, 22-29, STARTPAGE=22;ENDPAGE=29;TITLE=Wiley international encyclopedia of marketing-Vol. 4: Advertising and integrated communication, Wiley International Encyclopedia of Marketing
Accession number :: edsair.doi.dedup.....25fad7ce497e61bb37b07bbc9d988b84

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