By Jean-Pascal Favier
Avec plus de eleven milliards d'euros investis en publicité dans les six grands médias pour l'année 2004, l'achat d'espace publicitaire est devenu l'un des principaux postes de dépense d'une entreprise.
Dans un contexte d'encombrement sans cesse
croissant, le médiaplanning consiste à optimiser ces budgets en rationalisant le choix et l'utilisation des médias. Illustré de nombreux exemples, Le Médiaplanning aborde de façon très vivante les principaux ideas et thoughts nécessaires à l'élaboration de los angeles stratégie et du plan média d'un annonceur : problématiques de cible, de concurrence, de saisonnalité de campagne, de choix médias, de supports...
Toutes ces ideas concourent à améliorer le retour sur investissement.
Ce livre est un véritable manuel de travail. Il s'adresse tout particulièrement aux responsables advertising ou conversation dans les entreprises, mais aussi à tous les dirigeants ou étudiants désireux d'élargir leur tradition advertising et de comprendre les family members étroites qui existent entre les médias et l. a. publicité.
Read or Download Le Médiaplanning - Choisir et utiliser les médias en publicité (AUTRES) (French Edition) PDF
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