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nuari 2003

82.081 --- 65 --- 65 Management and organization of industry, trade and communication --- Management and organization of industry, trade and communication --- 82.081 Creatief schrijven --- Creatief schrijven --- Contractenrecht --- België --- 65 Communicatie en transport. Accountancy. Bedrijfskunde. Public relations --- Communicatie en transport. Accountancy. Bedrijfskunde. Public relations

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Media planning consists of formulating a media strategy to deliver the creative so as to best meet the brand's advertising objectives, and then implementing that strategy in an accurate and cost-effective manner. Given that approximately ninety percent of advertising dollars are spent in media, a sound understanding of media planning is essential for the researcher and professional media planner alike. Although this book provides a novel and advanced approach to media planning, the basics are covered as well, making the book suitable for trainees. The authors argue that current media planning is still too conventional, that while reach and frequency are not incorrect, they are certainly too simplistic for modern media planning. This book introduces the advanced concept of using reach patterns in making the reach decision, and develops the method of factoring in effective frequency when making the frequency decision. Reach patterns are an entirely new concept. Effective frequency, while not new, needs proper definition and an operational formula for its calculation, both of which are provided here. Other new concepts are introduced and shown to be necessary for choosing an appropriate media strategy. The media planning software, `Media Mania', designed by Peter Danaher, can be downloaded using the following link: http://www.mbs.edu/Media-Mania-Software/.

Advertising media planning. --- mediaplanning --- Mass communications --- Mediaplanning --- Reclame --- Mediastrategieën --- Mediabereik --- Advertising media planning --- 658.81 --- Advertising media, Choice of --- Advertising media selection --- Media planning in advertising --- 658.81 Sales organization --- Sales organization --- Contains audio-visual material --- Marketing. --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Marketing --- Cost effectiveness. --- Mediastrategie

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Communication in marketing. --- Sales promotion. --- Advertising --- Direct marketing. --- Advertising. Public relations --- Reclame --- Promotie --- Marketingcommunicatie --- Geïntegreerde marketing --- Geïntegreerde communicatie --- Casestudies --- Communication in marketing --- Direct marketing --- Sales promotion --- #SBIB:309H2812 --- Marketing --- Selling --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Direct mail campaigns --- Mail-order business --- Advertising, Direct-mail --- Direct selling --- Marketing, consumentengedrag, consumentisme --- Casestudy --- Sport

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53 p.

Social change --- Political philosophy. Social philosophy --- buitenlandse politiek --- Foreign trade. International trade --- World politics --- 327 <73> --- internationale verhoudingen --- terrorisme --- VS --- #gsdb8 --- 323 --- 327 --- #KVHA:Politiek; Verenigde Staten --- Verenigde Staten van Amerika --- 281 Politiek per land (behalve Belgie) --- 876 Veiligheidspolitiek --- Verenigde Staten --- 327 <73> Buitenlandse betrekkingen. Buitenlandse politiek. Internationale betrekkingen. Internationale politiek. Wereldpolitiek--Verenigde Staten van Amerika. VSA. USA --- Buitenlandse betrekkingen. Buitenlandse politiek. Internationale betrekkingen. Internationale politiek. Wereldpolitiek--Verenigde Staten van Amerika. VSA. USA --- 343 --- 407 --- Binnenlandse politiek --- Internationale politiek. Buitenlandse politiek --- United States --- U.S.A. --- Jungtinės Amerikos valstybės --- Soedinennye Shtaty Si︠e︡vernoĭ Ameriki --- Soedinennye Shtaty Severnoĭ Ameriki --- Si︠e︡vero-Amerikanskīe Soedinennye Shtaty --- Severo-Amerikanskie Soedinennye Shtaty --- Zlucheni Derz︠h︡avy --- USA --- US --- Arhab --- Ar. ha-B. --- Artsot ha-Berit --- ولايات المتحدة الامريكية --- Wilāyāt al-Muttaḥidah al-Amirīkīyah --- ABSh --- Amerika Birlăshmish Shtatlary --- ABŞ --- Amerika Birlăşmi Ştatları --- Forente stater --- Spojené staty americké --- Severo-Amerikanskie Shtaty --- Sjedinjene Američke Države --- Zʹi︠e︡dnani Derz︠h︡avy Ameryky --- Amerikai Egyesült Államok --- Yhdysvallat --- Egyesült Államok --- Hiwsisayin Amerikayi Miatsʻeal Tērutʻiwnkʻ --- Estados Unidos de América --- United States of America --- Fareyniḳṭe Shṭaṭn --- Artzois Ha'bris --- Estados Unidos da América do Norte --- SShA --- Soedinennye Shtaty Ameriki --- VSA --- États-Unis d'Amérique --- Vereinigte Staaten von Amerika --- Stati Uniti d'America --- Estados Unidos --- EE.UU. --- Stany Zjednoczone --- ĒPA --- Amerika Qūrama Shtattary --- Amerika Qŭshma Shtatlari --- SAD --- Saharat ʻAmērikā --- Hēnomenai Politeiai Amerikēs --- ZSA --- Mei-kuo --- Meiguo --- Mei guo --- ZDA --- Združene države Amerike --- U.S. --- America (Republic) --- Amirika Carékat --- Verenigde State van Amerika --- ولايات المتحدة --- Wilāyāt al-Muttaḥidah --- ولايات المتّحدة الأمريكيّة --- Wilāyāt al-Muttaḥidah al-Amrīkīyah --- Estatos Unitos --- Estatos Unitos d'America --- Ètats-Unis d'Amèrica --- Estaos Xuníos d'América --- Estaos Xuníos --- Tetã peteĩ reko Amérikagua --- Istadus Unidus --- Amerika Birlăşmiş Ştatları --- Amerika ka Kelenyalen Jamanaw --- Bí-kok --- Amerika Qushma Shtattary --- AQSh --- Злучаныя Штаты Амерыкі --- Zluchanyi︠a︡ Shtaty Ameryki --- Yunaeted Stet blong Amerika --- Yunaeted Stet --- Vaeinigte Staatn --- Vaeinigte Staatn vo Amerika --- Stadoù-Unanet Amerika --- Sŭedineni amerikanski shtati --- САЩ --- SASht --- Съединените щати --- Sŭedinenite shtati --- Америка (Republic) --- Amerika (Republic) --- Estats Units d'Amèrica --- Америкӑри Пӗрлешӳллӗ Штатсем --- Amerikări Pĕrleshu̇llĕ Shtatsem --- Stati Uniti --- SUA (Stati Uniti d'America) --- Unol Daleithiau America --- Unol Daleithiau --- Amerikas Forenede Stater --- Vereinigte Staaten --- Wááshindoon Bikéyah Ałhidadiidzooígíí --- Zjadnośone staty Ameriki --- Ameerika Ühendriigid --- Ηνωμένες Πολιτείες της Αμερικής --- Hēnōmenes Politeies tēs Amerikēs --- Η.Π.Α. --- Ē.P.A. --- Usono --- Unuiĝintaj Ŝtatoj de Ameriko --- Американь Вейтьсэндявкс Штаттнэ --- Amerikanʹ Veĭtʹsėndi︠a︡vks Shtattnė --- Ameriketako Estatu Batuak --- Feriene Steaten --- Feriene Steaten fan Amearika --- FS --- Stâts Unîts di Americhe --- Stâts Unîts --- Stáit Aontaithe Mheiriceá --- Steatyn Unnaneysit America --- Steatyn Unnaneysit --- S.U.A. --- Na Stàitean Aonaichte --- NSA --- Mî-koet --- 미국 --- Miguk --- Amerikayi Miatsʻyal Nahangner --- Miatsʻyal Nahangner --- Foreign relations --- Politics and government --- Politiek --- Actualiteit --- Noord-Amerika --- Американь Вейтьсэндявкс Штаттнэ --- Spojené obce severoamerické --- Maatschappij --- Film --- États-Unis --- É.-U. --- ÉU