Search Results - subject_exact:"Media planning"

Narrow search

Beyond the pair : media archetypes and complex channel synergies in advertising

Bell, J. Jason; Thomaz, Felipe; Stephen, Andrew T. - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015420899

Reaching voters on social media : planning political advertising on Snapchat

Tanusondjaja, Arry; Michelon, Aaron; Hartnett, Nicole; … - 2023

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014368514

When the medium is the message : a meta-analysis of creative media advertising effects

Berlo, Zeph M. C. van; Meijers, Marijn H. C.; Eelen, Jiska - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014575274

Analysis of the residual effect using neuromarketing technology in audiovisual content entrepreneurship

Núñez-Cansado, Marian; Carrascosa Méndez, Gabriel; … - 2024

Considering the informational overwhelm of the last few years and given the rise in new entrepreneurship of communication means, the optimization of commercial communication's marketing has become one of the primary objectives of marketing strategy. The quantitative computation of the number of...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015405508

Sustainable marketing and media planning : a value-based perspective

Erdmann, Nina; Wolter, Lisa-Charlotte; Kenning, Peter - 2026

The transition to sustainability presents many challenges to marketing management. Meeting these challenges requieres modified management approaches and systems. This also applies to media planning, among other areas. Against this background, this paper introduces the Value Media approach into...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015653581

Towards greater integration in media planning : decision-making insights from public relations practitioners

Tam, Lisa; Mehta, Amisha; Goodlich, Hayley - 2023

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014232393

Coordinating traditional media advertising and online advertising in brand marketing

Kim, Alex Jiyoung; Balachander, Subramanian - 2023

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014328206

Press play : why every company needs a gaming strategy

Bergmann, Bastian - 2025

"Today's consumers demand more than products-they crave immersive, personalized experiences. So traditional marketing and engagement strategies have lost their edge. The new frontier? Gaming, where over three billion people worldwide spend their time, attention, and money. In Press Play, Bastian...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015413450

A novel advertising media selection framework for online games in an intuitionistic fuzzy environment

Dahooie, Jalil Heidary; Estiri, Mehrdad; Janmohammadi, … - 2022

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013255811

Influenced by media brands? : a conjoint experiment on the effect of media brands on online media planners' decision-making

Kouki-Block, Monia; Wellbrock, Christian M. - 2022

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012821108

Integrated marketing communication : creative strategy from idea to implementation

Blakeman, Robyn - 2024 - Fourth edition

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014233148

Show 2 more versions 2

Integrated marketing communication : creative strategy from idea to implementation

Blakeman, Robyn - 2018 - Third edition

Edition: Third edition

Book / Working Paper

Integrated marketing communication : creative strategy from idea to implementation

Blakeman, Robyn - 2015 - Second Edition

Edition: Second Edition

Book / Working Paper

Integrated advertising, promotion, and marketing : communicating in a digital world

Mishra, Anubhav; Tata, Sai Vijay - 2024

An Introduction to IMC -- Strategic Importance of IMC -- Segmentation, Targeting and Positioning -- Understanding Consumers -- The Process of Communication -- Creativity and Advertising Classification -- Media Strategy and Planning -- Traditional Media -- Internet and Mobile Marketing -- Social...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014515485

Strategic media planning and buying : integration of traditional and digital media

Rathore, Basant - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015068589

An analysis of competition and displacement of business among media forms in the advertising media arket of Pakistan

Bakhtawar, Barira; Latif, Faiza; Kamal, Asifa - 2021

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012813533

Advertising media planning : a brand management approach

Kelley, Larry D.; Sheehan, Kim Bartel; Dobias, Lisa; … - 2023 - Fifth edition

"Advertising Media Planning blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of media planning. Taking a unique brand communication approach from an agency perspective, the textbook is organised into...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013484701

Show 2 more versions 2

Advertising media planning : a brand management approach

Kelley, Larry D.; Jugenheimer, Donald W.; Sheehan, Kim … - 2015 - Fourth edition

Edition: Fourth edition

Book / Working Paper

Advertising media planning : a brand management approach

Kelley, Larry D. - 2015 - Fourth edition.

Edition: Fourth edition.

Book / Working Paper

Reconfiguring human-machine relations in the automation age : an actor-network analysis on automation's takeover of the advertising media planning industry

Wu, Shangyuan; Wong, Pei Wen; Tandoc, Edson C. <Jr.>; … - 2023

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014434852

Grundlagen der Mediaplanung

Pepels, Werner - 2023

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014308126

Theory and Practice of Media Planning : Aspect of Methods

Rubtcova, Mariia - 2019

The paper is devoted to an analysis of theory and practice of media planning: aspect of methods. The term “media planning” began to be used in the second half of the twentieth century in the United States, its initial task was to streamline work between advertising customers and the media,...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012871727

Scheduling TV advertisements via genetic algorithm

Czerniachowska, Kateryna - 2019

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012049437

Cross-media advertising in times of changing media environments and media consumption patterns

Diehl, Sandra; Koinig, Isabell; Scheiber, Rebecca - 2022

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013167353

Commercial audience retention of television programs : measurement and prediction

Song, Lianlian; Shi, Yang; Tso, Kwok Fai Geoffrey - 2022

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013209342

Message and media : the future of advertising research and practice in a digital environment

Koslow, Scott; Stewart, David W. - 2022

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013209442

The media handbook : a complete guide to advertising media selection, planning, research, and buying

Katz, Helen - 2022 - 8th edition

"The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013483603

Show 3 more versions 3

The media handbook : a complete guide to advertising media selection, planning, research, and buying

Katz, Helen - 2017 - Sixth edition

Edition: Sixth edition

Book / Working Paper

The media handbook : a complete guide to advertising media selection, planning, research, and buying

Katz, Helen - 2010 - 4. ed.

Edition: 4. ed.

Book / Working Paper

The media handbook : a complete guide to advertising media selection, planning, research, and buying

Katz, Helen - 2003 - 2nd ed

Edition: 2nd ed

Book / Working Paper

Quantifying the target market for advertisers

Graham, Charles; Kennedy, Rachel - 2022

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012813917

Consumers' advertising media use : a cross-cultural study

Tesfom, Goitom; Lutz, Clemens - 2022

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012801854

Productmarkt van advertentieruimte : eindrapport

Rosenboom, Nicole; Behrens, Christiaan; Brouwer, Erik - 2018

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012198014

Perceptions and practices of media engagement : a global perspective

Chan-Olmsted, Sylvia; Wolter, Lisa-Charlotte - 2018

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011917615

Generation Z's media use and preferences as a foundation for a destination media planning process

Kavran, Andrijana Kos; Herman, Daniel - 2021

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012816094

Practitioners' view of the role of OOH advertising media in IMC campaigns

Roux, A. T. - 2016

Despite the traction that contemporary out-of-home advertising has gained in the global media landscape, there are still some ambiguities regarding the contribution of this medium in the context of integrated marketing communication. Previous studies have examined consumers’ responses to...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011644720

Digitales Bewegtbild im Media-Mix : Grundlagen, Herausforderungen und Planungsbeispiele

Henkel, Almudena; Merheim, Jens - 2020

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012293066

Show one more version 1

Digitales Bewegtbild im Media-Mix : Grundlagen, Herausforderungen und Planungsbeispiele

Henkel, Almudena; Merheim, Jens - 2020 - 1st ed. 2020.

Edition: 1st ed. 2020.

Book / Working Paper

Tool for analyzing YouTube audience behavior in Indonesia

Indrawati; Herbawan, F. - 2020

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012259283

Descriptive analysis : perception index for measuring variables in e-commerce domination

Komariah, S. H.; Arumsari, R. Y. - 2020

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012259370

Werbeträgereigenschaften als Basis der Werbefinanzierung verschiedener Medien : Analyse des branchenspezifischen Werbeverhaltens in Deutschland von 1991 bis 2010

Mellmann, Ulrike - 2015

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013485028

The role of media brands in media planning

Sommer, Christoph; Marty, Linda - 2015

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011611051

Newspaper vs. Online Advertising – Is There a Niche for Newspapers in Modern Advertising Markets?

Lindstädt-Dreusicke, Nadine; Budzinski, Oliver - 2014

Newspapers have been experiencing declining circulation figures and advertising revenues for several years. Declining advertising figures, in particular, pose a threat to newspapers – this is especially severe in the U.S. where 73% of newspapers' revenues are generated through advertising....

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014042343

КЛАССИФИКАЦИЯ ПОТОКОВ РЕКЛАМЫ В ДИНАМИЧЕСКОМ МЕДИАПЛАНИРОВАНИИ

АЛЕКСАНДРОВИЧ, ПОЛЯКОВ ВЛАДИМИР - 2014

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011229311

ВЛИЯНИЕ ТРАНСФОРМАЦИИ МЕДИАСРЕДЫ НА ДЕЯТЕЛЬНОСТЬ РЕКЛАМОДАТЕЛЕЙ

ЕВГЕНЬЕВНА, КРАВЕЖИНА ЛЮБОВЬ - 2014

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011270462

Drifting between counting atoms and telling stories : quantitative and qualitative ambient ooh media planning guidelines for emerging economies

Roux, Thérèse - 2019

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012201007

A meta-analysis into multiscreening and advertising effectiveness : direct effects, moderators, and underlying mechanisms

Segijn, Claire M.; Eisend, Martin - 2019

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012201444

On the dynamics of media markets : Professor Karl Erik Gustafsson in memoriam

Ots, Mart; Weibull, Lennart; Melesko, Stefan - 2019

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012176975

Nuances of media planning in new media ageE

Pillai, Anandan Pandiyan - 2019

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011914154

Complement or substitute? : the internet as an advertising channel, evidence on advertisers on the Italian market, 2005-2009

Gambaro, Marco; Puglisi, Riccardo - 2013

During the last decade the internet has been the fastest growing segment in advertising. Exploiting Nielsen data, we analyze the advertising pattern displayed by the population of organizations (i.e. companies, non-profit institutions and public entities) that were active on the Italian national...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10010209840

Internet Media Planning : An Optimization Model

Lee, Janghyuk; Kerbache, Laoucine - 2013

Of the various media vehicles available for advertising, the Internet is the latest and the most rapidly growing, emerging as the ideal medium to promote products and services in the global market. In this article, the authors propose an Internet media planning model whose main objective is to...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014065293

Consumer-driven media planning and buying

Schultz, Don E.; Block, Martin P.; Viswanathan, Vijay - 2018

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011976099

Multi-period media planning for multi-products incorporating segment specific and mass media

Kaul, Arshia; Aggarwal, Sugandha; Krishnamoorthy, Mohan; … - 2018

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011943548

Perceptions and practices of media engagement: A global perspective

Chan-Olmsted, Sylvia M.; Wolter, Lisa-Charlotte - 2018

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015753654

Consumer-driven media planning and buying

Schultz, Don E.; Block, Martin P.; Viswanathan, Vijay - 2018

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015869387

Media Planning - Maximizing Gross OTS

Rao, A. - 2012

The problem of generating a cinema schedule for advertisement to maximize gross OTS ( Opportunities-To-See ) attracted the attention of media plan researchers. The development of a cinema schedule so that desired Reach is achieved in each town and the total cost of advertisement does not exceed...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013098906

Newspaper and Internet Display Advertising – Co-Existence or Substitution?

Lindstädt, Nadine - 2012

Newspapers have been experiencing declining circulation figures and diminishing advertising revenues for several years – both effects might pose a threat to the continuing existence of (print) newspapers. In an earlier paper, Lindstädt & Budzinski (2011) argued from a theoretical viewpoint...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013113423

Media Multiplexing Behavior : Implications for Targeting and Media Planning

Lin, Chen - 2013

There is a growing trend among consumers to serially consume small, incomplete "chunks" of multiple media types — television, radio, Internet, and print — within a short time period. We refer to this behavior as media multiplexing and note that key challenges for integrated marketing...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013075842

Show 2 more versions 2

Media Multiplexing Behavior : Implications for Targeting and Media Planning

Lin, Chen; Venkataraman, Sriram; Jap, Sandy D. - 2012

Book / Working Paper

Media Multiplexing Behavior : Implications for Targeting and Media Planning

Lin, Chen; Venkataraman, Sriraman; Jap, Sandy D. - 2012

Book / Working Paper

1
2
3
4
5
6
7
8
Next
Last