[integrated media planning课件]01smd2e.pptVIP

The World of Media Chapter 1 Media is… Media is … Strategic planning for a marketer’s advertising budget Media is … media management, program/content development, station management, etc. Media is … Buying and selling time and space Media is … media research and analysis Media is … Strategic decision-making on all fronts Advertising makes media happen A Brief History of Media Today’s media has evolved from ancient times: posters, hawkers, graffiti and coins Print and modern media 1455 Guttenberg develops printing with moveable type. 1650 first daily newspaper and the first newspaper ads, in G