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Fundamentals of Physics and Chemistry of the Atmosphere
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Study Fritz Unger, Nadia-Vittoria Durante: Mediaplanung: Methodische Grundlagen und praktische Anwendungen
Posted on 2010-03-15
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More Fritz Unger, Nadia-Vittoria Durante: Mediaplanung: Methodische Grundlagen und praktische Anwendungen Die gesamte aktuelle Thematik der Mediaplanung zeigt, wie ein gegebenes quantitatives Kommunikationsziel durch geeignete Auswahl der Werbeträger möglichst kostengünstig realisiert werden kann. Es wird aufgezeigt, wie Mediaplanung in die gesamte Marketingkommunikation integriert wird. Die Mediaplanung selbst wird als Entscheidungsprozeß behandelt, ausgehend von der Mediaselektion, der Marktsegmentierung, der Zielbestimmung, dem Einfluß der Kommunikationsinhalte auf die Mediaentscheidung und der Budgetierung. Einen Hauptteil stellt die Mediaforschung als Informationsbasis für die Mediaplanung dar sowie die Behandlung der verschiedenen Mediagattungen: Fernsehen, Zeitschriften, Zeitungen, Außenwerbung, Hörfunk, Kino und das Internet. Diese verschiedenartigen Mediagattungen werden abschließend einem umfassenden Intermediavergleich unterzogen und durch ein Beispiel computergestützter Mediaplanung abgerundet. or
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