Warianty tytułu
Media Plan as a Tool of Advertisement Management
Języki publikacji
Abstrakty
Celem artykułu jest ukazanie możliwości stosowania planu mediów, jako efektywnego narzędzia zarządzania w aktywności reklamowej. Zaprezentowano przegląd definicji i scharakteryzowano planowanie mediów, oraz miejsce media planu w systemie planowania biznesowego.
In the marketing activity, as a result of an increased importance of advertisement, the planning regarding the use in the advertising campaign of mass media plays a significant role. Mass media are excellent means of reaching both an individual customer and specific groups of buyers. Thus, the basic aim of media planning is the solution of the problem: how to reach, in the most effective and least expensive way, by means of mass media, the largest number of potential consumers and buyers? The objective of the paper is to show the possibilities of using the media plan as an effective managing tool in advertising activities. First, a review of definitions of media planning and a media plan, which are most often met in the world literature, are presented. Next, the system of media planning is characterized. In perticular, the goals, subjects of media planning and the place of the media plan in the system of business planning are presented. Special attention is given to the structuralization of tasks regarding the preparation of a media plan. In addition, the characteristics of a media plan are specified and the directions of its use are shown. The paper closes with the deliberations on the functions of a media plan as a tool of advertisement management. (original abstract)
Rocznik
Numer
Strony
107--121
Opis fizyczny
Twórcy
autor
Bibliografia
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
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