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Fritz Unger & Hugo Wessbecher
Mediapraxis [PDF ebook]
Werbetrage, Mediaforschung und Mediaplanung

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Capa do Fritz Unger & Hugo Wessbecher: Mediapraxis (PDF)

Alle für die Auswahl der Werbeträger relevanten Fragen werden in der
Mediapraxis behandelt. Aus diesem Grund wird nur mit konkreten Mediadaten gearbeitet. Damit werden alle mediarelevanten Aspekte dem Leser in der Tat praxisnah vorgeführt. Das einführende Kapitel stellt die Aufgaben der Mediaplanung innerhalb des Marketing dar und liefert einen quantitativen Überblick über das bestehende Mediaangebot. Es schließt sich eine eher qualitative Analyse aller für die klassische Werbung wichtigen Werbeträgergattungen an. Die nachfolgenden Kapitel widmen sich der Mediaforschung und der Mediaplanung in der Durchführung. Hier wird besonderes Augenmerk auf den Entscheidungsprozeß in der Mediaplanung gerichtet. Mit diesem Buch haben Praktiker und an Werbung interessierte Studenten einen Leitfaden zur Bewältigung aller mit der Mediaplanung anstehenden Fragen zur Hand.

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Língua Alemão ● Formato PDF ● ISBN 9783662415528 ● Editora Physica-Verlag HD ● Publicado 2013 ● Carregável 3 vezes ● Moeda EUR ● ID 6348268 ● Proteção contra cópia Adobe DRM

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