Advertising Media Planning, Seventh Edition / Edition 7

Advertising Media Planning, Seventh Edition / Edition 7

by Roger Baron, Jack Sissors
     
 

View All Available Formats & Editions

ISBN-10: 0071703128

ISBN-13: 9780071703123

Pub. Date: 07/16/2010

Publisher: McGraw-Hill Professional Publishing

The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video

Apply the latest advertising technologies

Build your brand in every medium

Create the right budget for each campaign

Through six previous editions, Advertising Media Planning has proven essential to the

Overview

The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video

Apply the latest advertising technologies

Build your brand in every medium

Create the right budget for each campaign

Through six previous editions, Advertising Media Planning has proven essential to the success of both practicing and aspiring media planners. Now in its seventh edition, it continues to provide valuable insight into the construction of media plans that most effectively achieve marketing objectives.

Advertising Media Planning, seventh edition, retains all the critical information you need to know about traditional media—including TV, radio, and print--while exploring the latest media forms, illustrated with major advertiser case histories. You’ll find comprehensive coverage of the latest media planning and digital technologies, including:

• Organic and sponsored Google search • Digital out-of-home video • Internet banners • Computerized media channel planning • Cell phone mobile-media • DVR’s impact on TV commercial viewing • New online and traditional media measurement technologies • Interactive television
• Cross-media planning • Data fusion • International competitive spending analysis

This is an exciting time for media planners. Those with the most creativity, strategic insight, and knowledge of the market are sure to find the greatest rewards. Providing firm grounding on the fundamentals and bringing you up to speed on the latest developments in digitization,
this updated classic is the best and most complete companion available for navigating the new frontier of media planning.

Product Details

ISBN-13:
9780071703123
Publisher:
McGraw-Hill Professional Publishing
Publication date:
07/16/2010
Edition description:
Net
Pages:
496
Sales rank:
272,800
Product dimensions:
7.50(w) x 9.20(h) x 1.40(d)

Table of Contents

Contents

Foreword by David L. Smith, CEO and Founder, Mediasmith Inc., San Francisco

Preface

CHAPTER ONE

Introduction

Media: A Message Delivery System

Media Planning

Changing Face of Media Planning

Changing Role of Media Planners

Classes of Media

Traditional Mass Media

Nontraditional Media

Online Media

Specialized Media

General Procedures in Media Planning

Principles for Selecting Media Vehicles

Problems in Media Planning

Insufficient Media Data

Time Pressures

Institutional Influences on Media Decisions

Lack of Objectivity

Measuring Advertising Effectiveness

CHAPTER TWO

Sample Media Plan Presentation

Background to Hypothetical Plan

Media Objectives

Competitive Analysis

Budgets

Media Selection

Timing of Media Delivery

Target Audience Analysis

Media Habits

Media Selection Rationale

Creative Media Options

Media Strategy

Flowchart and Budget

Post-Buy Evaluation

CHAPTER THREE

The Relationship Among Media, Advertising, and Consumers

How Consumers Choose Media: Entertainment and Information

Strong Feelings

Loyalty

Media Usage and Subsequent Behavior

Interactive Television

Varied Relationships Between Audiences and Media

Video Consumer Mapping Study

How Consumers Perceive Digital Advertising

How Audiences Process Information from Media

The Media’s Importance in the Buying Process

Media Planning and the Marketing Mix

Exposure: The Basic Measurement of Media Audiences

Need for Better Media Vehicle Measurements

Response Function

Measurements of Audiences to Advertising Vehicles

Cost per Thousand

Cost per Rating Point

Is There a Better Way of Measurement?

The Top Five Perennial Questions That Media Research Cannot Answer

How Much is Enough?

Which Medium is Most Effective?

What is the Best Environment?

Which is Better: Flighting or Continuity?

When is My Commercial Worn Out?

CHAPTER FOUR

Basic Measurements and Calculations

How Media Vehicles Are Measured

Nielsen Television Ratings

Proposed Set-Top Box (STB) Alternatives for Measuring Television

Arbitron Radio Ratings

Magazines and Newspapers

Recent Reading

Frequency of Reading

Yesterday Reading

Internet

Out-of-Home

How the Data is Interpreted

General Uses of Vehicle Audience Measurements

Various Concepts of Audience Measurements

Actual or Potential Audience Size Measurements

Print Circulation Measurements

Audience Accumulation

Audience Accumulation in Magazines

Audience Accumulation in Broadcast

Coverage

Newspaper Coverage

Magazine Coverage

Local Television and Radio Coverage

Spot Radio and Television Coverage in Multiple Markets

Network Television Coverage

Cable Television Coverage

Internet Coverage

Out-of-Home Media Coverage

Households Using Television (HUT)

Broadcast Impressions and Ratings

Average Audience Rating

The Three-Day Commercial Audience (C3) Rating

Share of Audience

CHAPTER FIVE

Advanced Measurements and Calculations

Gross Rating Points

GRPs in Broadcast Media

GRPs in Other Media

Gross Impressions

Reach

Why Audience is Only Counted Once

Types of Reach

Relationship Between Reach and Coverage

How Reach Builds over Time

Reach in Print Media

Multi-Media Reach

Random Duplication

Duplication Between Media Vehicles

Frequency

Frequency Distribution

Weighted Frequency Distribution

Relationship of Reach to Frequency

Effective Frequency

Response Curves and Effective Frequency

Effective-Frequency Numbers

Effective Reach: The Other Side of the Coin

Brief History of Effective Frequency

Naples Study

Questions Regarding Effective-Frequency Research

Is There a Need for Product Category Differentiation?

Is There a Threshold?

What is the Relationship Between Good Advertising and Effective Frequency?

Does Advertising Wear out When There Is Too Much Frequency?

Recency and the Shelf-Space Model of Media Planning

Recent Studies of Effective Frequency

Summary

CHAPTER SIX

Marketing Strategy and Media Planning

What a Media Planner Needs to Know

Situation Analysis

Marketing Strategy Plan

Marketing Objectives

Marketing Mix and Strategy

Budget

Creative Strategy

Dealers and Distribution

Overall Sales Strategy

Test Marketing

Competitive Media Expenditure Analysis

Principal Sources of Expenditure Data

Nielsen Monitor-Plus Syndicated Reports

Custom Competitive Reports

Online Buzz

Gathering and Assembling the Data

Analyzing the Data

Using Competitive Media Expenditure Analyses

International Competitive Analysis

Managing Media Planning and Buying

Sources of Marketing Data

Major Data Services

Other Sources of Data

CHAPTER SEVEN

Strategy Planning I: Who, Where, and When

Target Selection

Index Number Analysis

Lifestyle Analysis

Storyfinder

Psychographics, Attitudes and Buying Styles

Leisure Styles and Consumer Innovators

Focus Groups

Where to Advertise

Classification of Geographic Areas

Designated Market Area (DMA)

Core Based Statistical Areas (CBSA)

Metropolitan and Micropolitan Statistical Areas (MSA and µSA)

City Zone and Retail Trading Zone

Newspaper Designated Market

Sales Analysis

Product Usage by DMA

Addressability

Heavy-User Data

Buying Power Indices

Brand Development Index (BDI)

Category Development Index (CDI)

Weighted BDIs and CDIs

Using Buying Power Indices

Cutoff Points

When to Advertise

Monthly Sales Patterns

Budget Constraints

Competitive Activities

Specific Goals for the Brand

Product Availability

Promotional Requirements

CHAPTER EIGHT

Strategy Planning II: Weighting, Reach, Frequency, and Scheduling

Geographic Weighting

Forms of Weighting

Share of Voice (Message Weight Distribution)

Guidelines for Geographic Weighting

Case Study 8-2 Weighting Markets on the Basis of Minimum BDIs and CDIs

Reach and Frequency

When to Emphasize Reach

When to Emphasize Frequency

Effective Frequency and Reach

Final Thoughts about Reach and Frequency

Scheduling

Continuity

Flighting

Pulsing

CHAPTER NINE

Selecting Media Classes: Intermedia Comparisons

Comparing Media

Consumer Media Classes

Newspapers—Reasons for Using

Newspapers—Limitations

Magazines—Reasons for Using

Magazines—Limitations

Newspaper Supplements—Reasons for Using

Newspaper Supplements—Limitations

Television—Reasons for Using

Television—Limitations

Cable TV—Reasons for Using

Cable TV—Limitations

Product placement TV – Reasons for Using

Product placement TV - Limitations

Radio—Reasons for Using

Radio—Limitations

Internet display—Reasons for Using

Internet display—Limitations

Sponsored search (SEM) – Reasons for Using

Sponsored search (SEM) - Limitations

Mobile digital – Reasons for Using

Mobile digital - Limitations

Direct Mail—Reasons for Using

Direct Mail—Limitations

Outdoor Advertising—Reasons for Using

Outdoor Advertising—Limitations

Transit Media—Reasons for Using

Transit Media—Limitations

Out-of-home Video – Reasons for Using

Out-of-home Video - Limitations

New Media Concepts

Place-Based Media

Database Media Planning

Cross-Media (or Multimedia Integration)

Intermedia Comparisons for Nonmeasured Media

Media Mix

When to Use a Media Mix

Criteria for Media Selection Beyond the Numbers

CHAPTER TEN

Principles of Planning Media Strategy

Media Strategy Concepts

Dominant Brand Presence in Media

Advertise When People Are Buying

Creative Strategy’s Impact on Media Strategy

Alternative Media Strategies

What Media Planners Should Know Before Starting to Plan

Marketing Problems

Recommended Actions

Complexities of a Strategy

How the Product Will Be Sold

How Advertising Sells a Product to One Customer

How to Neutralize the Competition’s Strategy

Cost of Strategies

Other Elements of Media Strategy

Media Targets

Creative Strategy

Reach and Frequency

Continuity

Budget Constraints

Creative Media Strategy

Guidelines for a Creative Media Strategy

Examples of Creative Media Strategies

Media Strategy Is Not Science

Relationships Among Reach, Frequency, Continuity, Number of Markets, and Ad

Size

Weighing Alternatives

Setting Priorities

Choosing Media Strategies

Prevailing Wisdom

Typical Media Strategies and Alternatives

Channel Planning Software

CHAPTER ELEVEN

Evaluating and Selecting Media Vehicles

Determining Media Values for Magazines

Target Reach, Composition, and Cost-Efficiency

Magazine Planning Process

Other Media Values

Secondary Audiences

Editorial Environment

Special Opportunities in Magazines

Media Comparatives

Position Alternatives

Advertising Clutter and Product Protection

Circulation Trends

Advertising Copy Checking and Product Restrictions

Response to Coupons, Information, or Recipes

Available Discounts

Geographic Flexibility

Issue-to-issue Volatility

Qualitative Values of Media

Types of Qualitative Values

Subjective Qualitative Values

Using Qualitative Values

Ad Positions Within Media

Problems of Positioning Research

Some Position Effects

Internet Media Vehicles

Evaluating and Selecting Internet Media

Buying Internet Display Advertising

Buying Internet Search Advertising

A Continuously Evolving Online World

CHAPTER TWELVE

Media Costs and Buying Problems

Some Considerations in Planning and Buying Media

Media Costs

Television

Cable TV

Magazines

Newspapers

Radio

Internet

Out-of-Home Media

Media-Buying Problems

Network TV

Buying Network TV

Spot TV

Syndicated TV

Cable TV

Magazines

Newspapers

Radio

Internet

CHAPTER THIRTEEN

Setting and Allocating the Budget

Setting the Budget

Traditional Methods of Budget Setting

Experimental Methods of Budget Setting

Factors in Determining the Size of an Advertising Budget

Allocating the Advertising Budget

Geographic Allocations

Payout Planning

CHAPTER FOURTEEN

Testing, Experimenting, and Media Planning

Tests and Experiments

Why Test or Experiment?

How They Differ

Which Is Better?

Market Mix Modeling

Test Marketing

Purposes of Test Marketing

Advertiser-Run Market Tests

Research Designs Used in Test Marketing

Media Testing

Types of Media Testing

Requirements for Selecting Media Test Markets

Media Translations

Little U.S.A. versus “As It Falls” Philosophy

Translations in Radio and Television

Translations in Print

What Successful Media Tests Have In Common

APPENDIX 1:

Media-Planning Resources on the Internet

General Media-Planning Sites

Single Source Media/Marketing Research Sites

Broadcast-Planning Sites

Print-Planning Sites

Outdoor-Planning Sites

Internet-Planning Sites

Advertising Publication Sites

Advertising Industry Sites

GLOSSARY

INDEX

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