Verfügbarkeit: Advanced media planning | Technische Universität München

Advanced media planning:

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Bibliographische Detailangaben
Beteiligte Personen:	Rossiter, John R. (VerfasserIn), Danaher, Peter J. (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	Boston [u.a.] Kluwer 2004
Ausgabe:	5. print.
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028191066&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	XIII, 111 S. graph. Darst.
ISBN:	0792382188

Internformat

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Datensatz im Suchindex

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adam_text	TABLE OF CONTENTS PREFACE xi ACKNOWLEDGEMENTS xm CHAPTER 1. MEDIA STRATEGY: AN INTRODUCTION ! L I Basic Parameters of the Media Plan I 1.11 Reach versus Frequency i LL2 Geographic Reach versus Frequency 3 1.1.3 Reach versus Number of Advertising Cycles 3 1 ! A Frequency versus Number of Advertising Cycles 4 L 2 Advanced Media Plan Parameters 5 L2J Reach individual Continuity Timing 5 L2.2 Frequency ^ Effective Frequency -+ Dominance 8 12.3 Effective Reach 9 1.2.4 Active Effective Reach 9 1.2.5 Advertising Cycle 10 CHAPTER 2 REACH PATTERNS 11 2 I Reach Patterns for New Products 11 211 Blitz Pattern If 2 1.2 Wedge Pattern 13 2 1.3 Reverse-wedge/P! Pattern 14 2 14 Short Fad Pattern 15 2 2 Reach Patterns for Established Products 15 2 2 1 Regular Purchase Cycle Pattern 16 2.2.2 Awareness Pattern IS 2 2 3 Shifting Reach Pattern 20 2.2 4 Seasonal Priming Pattern 21 2 3 Combining Reach Patterns 22 2 4 Summary Perspective 23 CHAPTER 3. EFFECTIVE FREQUENCY 24 3 l Input and Output Concepts 24 3 1.1 Insertions and Exposures 24 3 1.2 Disposition to Purchase 25 3 2 Minimum and Maximum Effective Frequency 26 3.2 1 Minimum Effective Frequency (MEF/c) 26 viii CONTENTS 3.2.2 Maximum Effective Frequency (MaxEF/c) 27 3.2.3 Average Frequency is Uninformative 28 3.3 Estimating Minimum Effective Frequency 39 3.3.1 MEF/c Estimation Formula 30 3.3.2 Ad Unit Adjustments to MEF/c 36 3.3.3 MEF/c and MaxEF/c for Direct-response Ads and Promotions 37 CHAPTER 4. CARRYOVER AND OTHER FREQUENCY DECISIONS 40 4.1 Effective Reach and Active Effective Reach 40 4.1.1 Effective Reach During the Advertising Cycle 41 4.1.2 Active Effective Reach 42 4.2 Changes to MEF/c During the Campaign 43 4.2.1 MEF/c and “Outer” Target Audience Change 44 4.2.2 “Maintenance” and “Inner” Target Audiences 44 4.2.3 Retailer Support 45 4.2.4 Short-term Tactical Adjustments in Frequency 45 4.2.5 Very Short-term Scheduling 46 CHAPTER 5. MEDIA SELECTION 48 5.1 Pre-classification of Media Types 48 5.1.1 Mass Media 49 5.1.2 Point-of-decision (P-O-D) Media 50 5.1.3 Direct-response (DR) Media 50 5.2 Mass Media Selection 51 5.2.1 Visual Capacity 51 5.2.2 Frequency Capacity 52 5.2.3 Message Processing Capacity 53 5.2.4 The Campaign’s Primary and Secondary Media 56 5.3 Media Selection for Small-audience Advertisers 58 5.3.1 Business-to-business Advertisers 58 5.3.2 Local Retail Advertisers 59 5.4 Summary of Media Selection 60 CHAPTER 6. MEDIA DATA, DUPLICATIONS, AND STRATEGIC RULES 61 6.1 Media Data 61 6.1.1 Television 61 6.1.2 Print 63 6.1.3 Radio 64 6.1.4 Single-source Data 64 6.1.5 Pseudo Single-source Data 65 6.2 Duplication Within and Between Vehicles 66 6.2.1 Typical Vehicle Duplications 67 6.2.2 Exact Vehicle Duplications 69 6.2.3 Approximate Vehicle Duplications 70 6.2.4 Cross-media Duplications 70 CONTENTS ix 6.3 Strategic Rules 71 6.3.1 Reach Rule 71 6.3.2 Frequency Rule 71 6.3.3 Reach and Frequency Rule 72 6.3.4 The Rules for Reach Patterns 72 CHAPTER 7. IMPLEMENTING AND OPTIMIZING THE MEDIA SCHEDULE 74 7.1 Media Models 74 7.2 Media Mania s Models 75 7.3 An Illustration of Reach and Frequency Strategies 76 7.3.1 Eligible Vehicle Selection 76 7.3.2 Implementing a Reach Strategy 78 7.3.3 Implementing a Frequency Strategy 80 7.3.4 Comparing the Two Strategies 81 7.4 Optimizing Schedules 82 7.5 Media Budget Setting 84 APPENDIX: MANUAL FOR MEDIA MANIA 87 REFERENCES 101 INDEX 107
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dewey-full	659.1/11 659.111
dewey-hundreds	600 - Technology (Applied sciences)
dewey-ones	659 - Advertising and public relations
dewey-raw	659.1/11 659.111
dewey-search	659.1/11 659.111
dewey-sort	3659.1 211
dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
edition	5. print.
format	Book
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