Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Welke media moeten worden ingezet in een campagne? Mediumtypeselectie is een wezenlijk onderdeel van de mediastrategie. Het gaat daarbij om de vraag welke mediumtypen een optimale bijdrage leveren aan de specifieke communicatiedoelstellingen van een merk. In deze publicatie zijn de mogelijke communicatiedoelstellingen ingedeeld aan de hand van de reclamewerkingsmodellen van Giep Franzen. Deze werkingsmodellen, die elk een andere centrale doelstelling kennen, kunnen worden beschouwd als strategieën die ten grondslag liggen aan reclameboodschappen. In deze publicatie zijn deze modellen uitgebreid met de factor media. Op basis van literatuuronderzoek, expertinterviews en een analyse van praktijkcases is gekeken welke mediumtypen het best passen bij elk van de reclamewerkingsmodellen. Onderzocht zijn televisie, radio, dagbladen, tijdschriften, brievenbusreclame, buitenreclame, bioscoop en internet.

Reclame --- Media --- Strategieën. --- SWOCC --- Mediaplanning --- Reclamestrategieën --- Reclamecampagnes --- Mediastrategieën --- Reclamestrategie --- Reclamecampagne --- Mediastrategie

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Set against the background of the fundamental issues facing the industry today, The 21st Century Journalism Handbook is a comprehensive guide to the core principles and practices essential to the modern journalist. Convergence, online, the growth of magazine formats, challenges presented by technology and new demands in news and feature writing are all covered from conceptual and practical perspectives. A thorough grounding in the key debates and techniques is provided; while clear, no-nonsense practical advice helps you develop your journalism skills and make a success of your studies and career. Key Features: - A combination of professional insight, academic study and practical exercises allows you to develop at your own pace - Thinking it through activities at the end of each chapter allow you to think over the topics discussed and to think about how you could apply these skills - Case studies and Closer Look boxes explore real-life examples in more depth - Key points to remember and chapter summaries highlight the essential things you need to know - Comprehensive but digestible coverage of the key elements of ethics, regulation and law ensures you are fully equipped with the essential frameworks for informed practiceWith an emphasis on developing the whole journalist, a creative and visual reporter who can think across different platforms, this text is ideal for all for journalism students training in newspapers, magazines and online reporting.Bron : http://www.amazon.com

Journalism --- Journalistiek --- Media --- Mediastrategieën --- Trends --- Nieuws --- Convergentie --- Journalistieke ethiek --- Mediastrategie --- Trend --- Reizen --- Ziekte --- Vliegen (werkwoord)

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Dit boek over de werking van reclame richt zich in eerste instantie op gevorderde studenten communicatiemanagement maar biedt tevens een exhaustief kader voor reflectie aan al wie van dichtbij of veraf geboeid is door reclame en haar werking. Reclame wordt gesitueerd binnen het bredere kader van marketingcommunicatie en daarbij herleid tot waar het om gaat: namelijk één van de communicatieinstrumenten die ingezet kunnen worden om een marketingdoelstelling te bereiken. Vervolgens komen de theorie over en de praktijk van reclame aan de orde. Inhoudsopgave : Voorwoord Voorwoord bij eerste druk Woord vooraf Historisch overzicht Reclame beschrijven Reclame: hoe werkt het? Wegwijzer in mediaplanning Communicatie- en mediadoelstellingen Segmentatie en doelgroepbepaling Positioneren Strategie Briefing Propositie: boodschap en belofte Reclameonderzoek Coda Bronnen

Reclame en media. --- Applied marketing --- mediaplanning --- Advertising. Public relations --- reclame --- #KVHB:Marketing --- #KVHB:Reclame --- 369.4 --- 658.8 --- communicatiemedia --- marketing --- marketing, verkoop, distributie --- PHL-Central Office 12 --- marketingcommunicatie --- Reclame --- Mediaplanning --- Positionering --- Mediastrategieën --- Reclame-onderzoek --- Branding --- Mediastrategie

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

379.85.07 --- 366.4 --- crisiscommunicatie --- crisismanagement --- marketing --- marketingstrategieën --- toeristische bestemmingen --- PR --- reclame --- imago --- management --- organisatieleer --- toeristische marketing --- toeristische onderzoeken --- toeristisch beleid en onderzoek --- bedrijfsleiding, management --- public relations --- Marketing --- Mediastrategieën --- Marketingstrategieën --- Citymarketing --- Toerisme --- Imagomanagement --- Crisiscommunicatie --- Crisismanagement --- Mediastrategie --- Marketingstrategie --- Financiewezen

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

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