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...

"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...

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...

Dieses Buch enthält Fallstudien und Analysen, die aus einem intensiven interdisziplinären Dialog zwischen Wissenschaft und Praxis im Studiengang Media Management (B.Sc.), Fachbereich Design Informatik Medien, der Hochschule RheinMain, Wiesbaden, entstanden sind. Die rasante Entwicklung von...

"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...

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,...

Grundlagen der Mediaplanung: Abgrenzung zu Kreation und Mediengattungen -- Klassische Mediaplanung: Budget-, Ziel- und Zielgruppenbestimmung, Werbewirkung und Medienauswahl, Media-Controlling -- Digitale Medienplanung: User-Definition, Medienauswahl, Exkurse SEO und Influencer-Marketing,...

"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...

Wie sich das Internet von anderen Mediengattungen unterscheidet und welche Vorteile Online-Werbung bietet -- Der Online-Werbemarkt im deutschsprachigen Raum -- Grundwissen Online-Media: Basis-Vokabular, Begriffe, Kostenkennzahlen, KPIs und Leistungskennziffern -- Kampagnenziele: Branding versus...

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...

Begriffliche Definition und Abgrenzung -- Der Bewegtbildmarkt in Deutschland – aktuelle Player -- Der Einsatz von Bewegtbild in Bezug zu den Zielsetzungen -- Herausforderungen in der Bewegtbildplanung -- Der Leitfaden für eine Bewegtbildplanung: Zielsetzungen, Zielgruppen, Budget, Rolle im...

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....