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Werbung: Einführung in die Markt- und Marketingkommunikation
München: UVK, 10th ed. (2021), xi, 472 pp.
Rating the Audience: The Business of Media
London; New York: Bloomsbury Academic (2011), xvi, 272 pp.
"Rating the Audience is the first book to show why and how audience ratings research became a convention, an agreement, and the first to interrogate the ways that agreement is now under threat. Taking a historical approach, the book looks at the evolution of audience ratings and the survey industry.
...
Medienmarketing: Marketingmanagement für werbefinanziertes Fernsehen und Radio
Stuttgart: Lucius & Lucius (2009), x, 177 pp.
"Die medialen Märkte werden im Blick auf werbefinanziertes Fernsehen und Radio analysiert. Schwerpunkte sind Grundlagen eines modernen Marketingbegriffs, Marktforschung (Zielgruppen und Interaktionsmechanismen), langfristige Marketingkonzeptionen und die erforderlichen Instrumente, sowie die Heraus
...
Mídia de A a Z: Conceitos, critérios e fórmulas dos 60 principais termos de mídia
São Paulo: Pearson Prentice Hall, 3rd ed. (2009), xxii, 344 pp.
Understanding Media Users: From Theory to Practice
Malden: Wiley Blackwell (2009), vi, 219 pp.
"Understanding Media Users discusses approaches to audiences which maintain that viewers actively interpret content, a perspective to be distinguished not only from structuralist media theory but from passive audience “effects studies.” Effects studies consist of research conceptually articulate
...
Critical Readings: Media and Audiences
Maidenhead: Open University Press (2003), 301 pp.
Audience Economics: Media Institutions and the Audience Marketplace
New York: Columbia University Press (2003), x, 235 pp.
Estrategias de medios publicitarios
Lima: Universidad de Lima, Fondo Editorial (1998), 150 pp.
Media Planning: A Practical Guide
Lincolnwood (Chicago), Illinois: NTC Business Books, 3rd ed. (1996), xii, 209 pp.
"This book presents media dynamics--definitions of various popular media terms and how these terms fit into media planning analysis. The latter part of the book deals with media plan development--how a media plan is constructed and what students should consider in that construction. Interspersed are
...
Desperately Seeking the Audience
London: Routledge (1991), xii, 203 pp.
"Millions of people all over the world are avid members of the television audience. Yet, despite the central place television occupies in contemporary culture, our understanding of its complex and dynamic role in everyday life remains surprisingly limited. Focusing on the television audience, Ien An
...
