Современное медиапланирование

В книге рассмотрены все аспекты науки и искусства медиапланирования, обобщены зарубежный и отечественный опыт довременного медиапланирования, а также представлен весь необходимым инструментарий для медиапланирования: анализ рыночной ситуации, правила составление брифа, технологии выбора рекламных носителей и многое другое. Особое внимание уделено специфике медиапланирования в различных средствах массовой информации (прессе, телевидении, радио, Интернете), а также в транзитной рекламе. Для студентов и преподавателей вузов, тех, кто только начинает свою карьеру в рекламным бизнесе, а также тех, для кого медиапланирование стало основной профессией.

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Modern Media Planning

Dive into the comprehensive world of media planning with "Modern Media Planning," a definitive guide covering all aspects of the science and art of strategic media placement. This book synthesizes international and domestic best practices, providing a complete toolkit for effective media planning, from market analysis and brief development to selecting the optimal advertising channels.

Book Overview and Main Themes:

This book explores the core principles of media planning, offering insights into analyzing market dynamics, crafting compelling briefs, and leveraging various media channels for maximum impact. It delves into the nuances of media planning across diverse platforms, including print, television, radio, the Internet, and transit advertising. Learn how to navigate the complexities of the modern media landscape and develop data-driven strategies that resonate with your target audience.

Target Audience and Reading Level:

This book is ideal for students and instructors in advertising and marketing programs, entry-level professionals embarking on a career in the advertising industry, and seasoned media planners seeking to refine their skills and stay ahead of industry trends. The content is presented in a clear and accessible manner, suitable for readers with a basic understanding of marketing principles.

Key Features and Benefits:

• Comprehensive Coverage: Explore all facets of media planning, from foundational concepts to advanced strategies.
• Practical Tools and Techniques: Gain access to essential tools and techniques for market analysis, brief development, and media channel selection.
• Real-World Examples: Learn from real-world case studies and examples that illustrate effective media planning strategies.
• Up-to-Date Information: Stay current with the latest trends and developments in the ever-evolving media landscape.
• Platform-Specific Guidance: Master the nuances of media planning across various channels, including print, television, radio, the Internet, and transit advertising.

Why Readers Should Choose This Book:

"Modern Media Planning" is your essential resource for mastering the art and science of media planning. Whether you're a student, a novice, or an experienced professional, this book will equip you with the knowledge and skills to develop effective media strategies that drive results. Gain a competitive edge in the advertising industry and unlock the power of strategic media placement with this comprehensive guide.