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Nadia-Vittoria Durante & Enrico Gabrys
Mediaplanung [PDF ebook]
Methodische Grundlagen und praktische Anwendungen

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Kommunikationsziele durch die geeignete Auswahl der Werbeträger kostengünstig realisieren: Der Autor zeigt, wie Sie Mediaplanung in die gesamte Marketingkommunikation integrieren. Mediaplanung als Entscheidungsprozess – ausgehend von Mediaselektion, Marktsegmentierung, Zielbestimmung und dem Einfluss der Kommunikationsinhalte auf Mediaentscheidung und Budgetierung. Mediaforschung als Informationsbasis für Mediaplanung. Mit einem umfassenden Intermediavergleich von TV, Print, Außenwerbung, Hörfunk, Kino, Internet. Neu: Mediaforschung in der Schweiz, B-to-B-Sektor, neueste Methoden zur Erforschung der Plakatwahrnehmung, aktuellste Mediadaten.

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Bahasa Jerman ● Format PDF ● ISBN 9783662086063 ● Penerbit Springer Berlin Heidelberg ● Diterbitkan 2013 ● Muat turun 3 kali ● Mata wang EUR ● ID 6343139 ● Salin perlindungan Adobe DRM

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Nadia-Vittoria Durante Enrico Gabrys Rudiger Koch Fritz Unger Rainer Wailersbacher

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