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Advertising Media Planning

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  • Anonymous

    Posted February 17, 2003

    Sound Media Basics

    Review in ADMAP, February, 2003, published by World Advertising Research Center, London Advertising Media Planning, by Jack Z Sissors and Roger B Baron, McGraw-Hill, 6th edition, 2002. One of the mysteries of the UK ad scene is that there is no good, up-to-date, practitioner-written textbook on media planning, so the arrival of an updated version of an established US text is doubly welcome. . Jack Sissors and (mostly, as a result of Mr Sissor¿s ill-health) Roger Baron have done a very thorough and comprehensive job of explaining and illustrating the basics, from how to get information about any given medium to how to put together a strategy and a detailed plan. . Unsurprisingly, the material is purely US-based, and therefore includes, for example, considerable discussion of the problems of reconciling different area definitions; but analyses such as how to weight a plan by region or medium can apply, suitably modified, anywhere. . There is a wide range of suggestions for (mostly) websites from which to seek detailed information, some of which may be both unfamiliar and useful to non-US readers ¿ the MPA¿s analysis of the effects of position and ad size in magazines is a good example (www.magazine.org). . Many of the references may seem old, but, as the authors make clear, they have gone back to the classic originals of basic thinking ¿ and much of this still holds good today. . The new edition is up-to-date, with quite extensive discussion of the internet as a medium, and slightly more limited coverage of cross-media and multi-media planning. Conversely, data fusion barely gets a mention ¿ and is not in the index. Nor are optimisers, which are not discussed in any detail ¿ merely treated as a tool of the trade ¿ or modelling, which gets a brief half page on p374. . If the book has a weakness, it is in the area of evaluation, which gets several mentions, but little detailed discussion. In an era where effectiveness has marched up advertisers¿ list of priorities, this may need addressing next time. . Nonetheless, any would-be media person should read it, and learn.

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