Advertising Media Sourcebook, 4th edition by Peter B. Turk, Donald W. Jugenheimer, Arnold M. Barban

By Peter B. Turk, Donald W. Jugenheimer, Arnold M. Barban

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Extra resources for Advertising Media Sourcebook, 4th edition

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Turk, Donald W.  Barban. 4th ed.  cm. Barban's name appears first on the earlier edition. Includes index.  Title. 1'0973dc2096-20269 CIP Published by NTC Business Books, a division of NTC Publishing Group. A. All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying. recording or otherwise, without the prior permission of NTC Publishing Group. Manufactured in the United State of America.

_ Establish levels to achieve in awareness, knowledge, desire for product, and sales. _ Introduce general media characteristics that are to be considered. _ Outline basic creative considerations. _ Determine budget levels. _ Consider other promotional efforts that will support advertising. _ Allocate budget to various functions, goals, products, and so forth. _ Specify timing patterns of advertising. _ Establish the media objectives. _ Support marketing and advertising objectives. _ Outline basic audience characteristics to be considered.

From this, reasonable averages are formed that fairly represent price forecasting. " Because our country has multiple time zones, it is more logical to divide the broadcast day by something other than hours. , "early news" and "late evening" talk shows). Broadcast planners and buyers understand that these program types tend to attract certain demographic groups of viewers. " Below the market prices is a table that suggests what price adjustments should be made for different times of the year. Spot market television costs must be adjusted for when the advertiser's schedule will run.

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