Dieses Buch gibt einen kompakten Einblick in die Basics der klassischen und digitalen Mediaplanung. Heutzutage werden Werbebudgets mehr denn je immer wieder neu justiert, und die Mediaplanung wird komplexer. Die Herausforderungen an eine ad�quate Zielgruppenansprache sind enorm, denn das Zusammenspiel der einzelnen Kan�le oder auch die gezielte Auswahl individueller Botschaften fordern ein detailliertes Verst�ndnis dar�ber, wann welche Instrumente die Zielgruppen erreichen und zum gew�nschten Ergebnis f�hren k�nnen.

Von der Medienauswahl �ber die Zielgruppenanalyse bis hin zum Controlling werden in diesem Essential sowohl f�r klassische und lang etablierte Kan�le als auch f�r neue, digitale Kan�le die ersten Schritte der Mediaplanung erl�utert.

Ein Buch f�r Mediaplanungseinsteiger, Studierende und Schaffende der Medienwelt, die sich die Grundlagen aneignen wollen.

About the Author

Runa Strott, Master of Arts (Marken- und Medienmanagement), ist Senior Marketing Managerin bei der Sislak Werbeagentur Design GmbH und Dozentin im Studiengang Medienmanagement B. A. an der FHWS W�rzburg, Fakult�t Wirtschaftswissenschaften.

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