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

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

ISBN-10: 0844235210

ISBN-13: 9780844235219

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Additional info for Advertising Media Sourcebook, 4th edition

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Format Notes It is worth repeating that the costs shown are unit prices and do not indicate directly any rating variations. The use of minimum to maximum price range reflects that at least three conditions influence prices. First, program costs to the network vary widely. , MTV or Headline News). Finally, prices always are influenced by advertiser demand for certain selective audiences. " To decide how many dollars are needed for a schedule, the planner should have some rating reference. The planner also needs to decide which unit cost figure would be most valid for estimation.

1. Source diversity. Notice the variety of research inputs needed to make the model operational. Marketing research prepares the" Objective" section. " 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.

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. 0 77 172 222 124 28. 8 31 71 132 42 29. 8 30 101 121 58 30. 5 2,280 5,917 10,200 4,100 31.

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