Advertising Media Planning / Edition 4

Advertising Media Planning / Edition 4

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by Jack Z. Sissors, Lincoln Bumba
     
 

The bible of media planning for more than 25 years, Advertising Media Planning gives you the proven essentials of planning, purchasing, and evaluating the effectiveness of advertising

Discussions of media planning as the “noncreative” side of advertising miss the boat entirely. A successful media plan requires creative decisions on

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Overview

The bible of media planning for more than 25 years, Advertising Media Planning gives you the proven essentials of planning, purchasing, and evaluating the effectiveness of advertising

Discussions of media planning as the “noncreative” side of advertising miss the boat entirely. A successful media plan requires creative decisions on media, time frames, dollar distribution, and more. In addition to having in-depth knowledge of available media resources, the best media planners must also be strategic experts in marketing, advertising, research, and finance.

Through five previous editions, Advertising Media Planning has proven to be essential to the success of both practicing and aspiring media planners. Now in its sixth edition, it continues to provide valuable insight and comprehensive coverage of media plan construction, reach and continuity measurement, and more, along with timely updates that include:


•The latest in academic research and professional best practices


•An all-new hypothetical media plan, providing a top-down perspective on real-world media planning


•Illustrative examples of the Internet and other new media integrated throughout the text

Advertising Media Planning explains the complexities of planning in a fast-moving, noncomplex style. As we enter the new century of transformed advertising techniques and marketing challenges, this all-inclusive yet highly readable reference—an artful blend of long-standing fundamentals and the latest tools and approaches—remains the one must-have resource for anyone interested in creative, results-based media planning and buying.

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Product Details

ISBN-13:
9780844235080
Publisher:
McGraw-Hill/Contemporary
Publication date:
03/01/1993
Edition description:
4th ed
Pages:
480
Product dimensions:
7.48(w) x 9.45(h) x (d)

Table of Contents

Foreword
Coauthor's Note
Ch. 1Introduction1
Ch. 2Sample Media Plan Presentation23
Ch. 3The Relationship Among Media, Advertising, and Consumers39
Ch. 4Basic Measurements and Calculations57
Ch. 5Advanced Measurements and Calculations87
Ch. 6Marketing Strategy and Media Planning117
Ch. 7Strategy Planning I: Who, Where, and When159
Ch. 8Strategy Planning II: Weighting, Reach, Frequency, and Scheduling193
Ch. 9Selecting Media Classes: Intermedia Comparisons223
Ch. 10Principles of Planning Media Strategy259
Ch. 11Evaluating and Selecting Media Vehicles287
Ch. 12Media Costs and Buying Problems317
Ch. 13Setting and Allocating the Budget353
Ch. 14Testing, Experimenting, and Media Planning371
Glossary397
Index435

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