New PDF release: Media für Manager: Was Sie über Medien und Media-Agenturen

By Anne Marx

ISBN-10: 3834934682

ISBN-13: 9783834934680

Den größten Teil eines Marketing-Etats repräsentieren in der Regel die Investitionen in die Werbung, und hier stellen die Medien-Schaltungen den größten Einzelposten dar. Die Qualität der Media-Strategie und deren Umsetzung in einen Media-Einsatz-Plan entscheiden darüber, ob dieses Geld sinnvoll angelegt ist. Anne Marx, unabhängige Media- und Kommunikationsberaterin, gibt Produkt- und Marketingmanagern einen praktischen Leitfaden an die Hand, der sie befähigt, als mündiger Gesprächspartner gegenüber Media-Anbietern und Media-Agenturen aufzutreten. Die Leser erfahren, wie sie von ihrer Agentur eine optimale Leistung einfordern, welche Honorare branchenüblich sind, wie Agenturen arbeiten (am Beispiel television) und welche wichtigen Media-Begriffe sie kennen sollten. Im Anhang: Praktisches Media-Wissen, Berechnungsformeln für TKP, TLP und faucet, Kostenarten im Media-Einkauf sowie wichtige Organisationen und Verbände. Die 2. Auflage wurde aktualisert und die Themen Social Media Crossmedia Integration und television grundlegend überarbeitet.

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Media für Manager: Was Sie über Medien und Media-Agenturen wissen müssen (German Edition) by Anne Marx


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