Advertising media planning

Автор: Пользователь скрыл имя, 23 Июня 2013 в 02:29, курсовая работа

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It could be argued that the digital revolution and the Internet changed all that— words, pictures, moving pictures, and interactivity are all just different kinds of digital media that have converged on the three screens of video: the television set, the personal computer, and the nearly ubiquitous mobile cell phone. The nature of the content has changed also. In addition to professionally produced material, usergenerated content populates YouTube, social networks, blogs, Wikipedia, Twitter, and new media forms are emerging every day. The Internet gives users the ability to search for and retrieve in seconds information about virtually any subject on earth, creating the opportunity to deliver advertising to people with a demonstrated interest in the product or service.But the digital world is constantly changing.


I. Introduction 3
II. Media planning 4
1. Traditional mass media 5
1.1 Nontraditional media 7 1.2Online media 7
1.3 Specialized media 8
1.4 General procedures in media planning 9
III. Problems in media planning 13
2. Insufficient media data 13
2.1 Time pressures 14
2.2 Institutional influence on media decisions 15
2.3 Lack of objectivity 15
2.4 Measuring advertising effectiveness 16
IV. The relationship among media, advertising, and
consumers 17 3. How consumers choose media: entertainment
and information 17
3.1 Strong feelings 17
3.2 Loyalty 17
3.3 Media usage and subsequent behavior 18
3.4 Interactive television 19
3.5 Varied relationships between audiences and media 19
3.6 Video consumer mapping study 20
3.7 How audiences process information from media 21
3.8 The media’s importance in the buying process 22
V. Conclusion 23
VI. Bibliography 24

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