MARC details
| 000 -CABECERA |
|---|
| campo de control de longitud fija |
03127nam a2200289Ia 4500 |
| 001 - NÚMERO DE CONTROL |
|---|
| campo de control |
1110 |
| 008 - DATOS DE LONGITUD FIJA--INFORMACIÓN GENERAL |
|---|
| campo de control de longitud fija |
230305s2011 xx 000 0 und d |
| 020 ## - NÚMERO INTERNACIONAL ESTÁNDAR DEL LIBRO |
|---|
| Número Internacional Estándar del Libro |
9781456505301 |
| 041 ## - CÓDIGO DE LENGUA |
|---|
| Código de lengua del texto/banda sonora o título independiente |
eng |
| 245 #0 - MENCIÓN DE TÍTULO |
|---|
| Título |
Media planning and buying in the 21st century |
| 260 ## - PUBLICACIÓN, DISTRIBUCIÓN, ETC. |
|---|
| Lugar de publicación, distribución, etc. |
|
| Nombre del editor, distribuidor, etc. |
2020 : Marketing Communications, |
| Fecha de publicación, distribución, etc. |
2011 |
| 300 ## - DESCRIPCIÓN FÍSICA |
|---|
| Extensión |
xxx + 521 p. ; 23 cm |
| 505 ## - NOTA DE CONTENIDO CON FORMATO |
|---|
| Nota de contenido con formato |
1. Welcome to the Future |
| Mención de responsabilidad |
2. The Business of Media-- |
| -- |
3. The Revolution-- |
| -- |
4. Media Math-- |
| -- |
5. Audience Concepts-- |
| -- |
6. Media Costs-- |
| -- |
7. Media Impact-- |
| -- |
8. Media in Marketing-- |
| -- |
9. How Do Media Work?-- |
| -- |
10. Target Audience-- |
| -- |
11. Geographic Problems & Opportunities-- |
| -- |
12. Timing & Scheduling-- |
| -- |
13. A Budget to Grow By-- |
| -- |
14. The Tools of IMC-- |
| -- |
15. Traditional Media-- |
| -- |
16. Internet Marketing-- |
| -- |
17. Free Marketing in Social Media-- |
| -- |
18. Strategic Media Planning-- |
| -- |
19. Media Negotiations-- |
| -- |
20. Broadcast Media Buying-- |
| -- |
21. Buying Print Media-- |
| -- |
22. Buying Internet Advertising-- |
| -- |
23. Guerilla Media Buying-- |
| -- |
24. Media Sales-- |
| -- |
25. The Future.-- |
| 520 ## - SUMARIO, ETC. |
|---|
| Sumario, etc. |
Unlike existing media texts, Media Planning and Buying in the 21st Century places emphasis on media planning and buying in the context of the major marketing and communications trends, from integrated marketing communications, the integration of traditional, digital and social media, the recognition that media buying and selling as equal partners with planning, and much more . We are in the early stages of a marketing and media revolution, but existing media books are still stuck in the 20th century. IMC continues to be ignored by many agencies. Accountability and ROIstill an alien concept. Social media are barely mentioned. There is little recognition of media convergence. And so on. Yet, consumers are gaining more and more control over their access to product information and media consumption-- getting the information they want when it is relevant. Interactive opportunities with consumers are growing exponentially. The emergence of new digital media including search, mobile, and internet video, is both empowering for consumers and is creating new communications opportunities for brands. Organizationally, the textbook introduces important subjects in a logical, sequential manner, beginning with an introduction and positioning of media, followed by the basics of media math, and the concepts of audience, costs, and impact. Next is a discussion of the issues affecting media planning-- from marketing and communications roles to defining target markets and more. At this point, students have sufficient background to develop a strategic media plan (workbook provides cases). After the plan is done and approved, it must be executed, so media buying and negotiation is discussed. Finally, what is the future...? |
| 590 ## - NOTA LOCAL (RLIN) |
|---|
| Procedencia (VM) [OBSOLETO] |
Includes bibliographical references (p. 535-538) and index. |
| 630 ## - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÍTULO UNIFORME |
|---|
| Título uniforme |
HF COMMERCE |
| 9 (RLIN) |
14 |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Advertising |
| Subdivisión general |
Planning |
| 9 (RLIN) |
6282 |
| 650 ## - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
|
| 9 (RLIN) |
12 |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Marketing |
| 9 (RLIN) |
1020 |
| 700 ## - ENTRADA AGREGADA--NOMBRE PERSONAL |
|---|
| Nombre de persona |
Geskey, Ronald D. |
| Término indicativo de función/relación |
Author |
| 902 ## - ELEMENTOS DE DATOS B LOCAL, LDB (RLIN) |
|---|
| a |
656 |
| 905 ## - ELEMENTOS DE DATOS E LOCAL, LDE (RLIN) |
|---|
| a |
m |
| 912 ## - |
|---|
| -- |
2011-01-01 |
| 942 ## - ELEMENTOS DE ENTRADA AGREGADA (KOHA) |
|---|
| Código de la institución [OBSOLETO] |
1 |
| 953 ## - |
|---|
| -- |
2013-01-08 12:34:16 |
