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This combination of workbook and sourcebook combines easy-to-understand explanations of advertising media sources and calculations with real-world examples of source material from advertising and media companies. It is designed for both practitioners and students - anyone who wants to master the process of advertising media planning.
Each of the book's 45 concise units opens with a brief text segment, presents sample source materials from actual advertising and media companies, and concludes with plenty of hands-on exercises. Units are compact and easy-to-understand, and they progress in a logical way, from communication planning to media strategies and tactics.
The book also includes several valuable appendices: a media math primer, standard media formulae, media planning checklists, and a glossary of media terms.
In response to popular demand, the authors have broadened the scope of the book and added more current topics. Changes include:
Online instructor's materials are also available to adopters.
Introduction Part I: Marketing and Communication Planning 1. Working with a Communication Work Plan 2. Outlining the Components of a Communication Plan 3. Working with a Communication Planning Worksheet 4. Working with Competitive Media Information 5. Working with a Situation Analysis 6. Working with a Brand Purchase Funnel 7. Working with Communication Objectives 8. Working to Define the Target Market 9. Working with Geographic Marketing Information 10. Working with Seasonality Marketing Information 11. Working with a Communication Budget Part II: Media Objectives and Strategies 12. Working to Define Media Objectives 13. Working with Reach 14. Working with Combinations of Media 15. Working with Frequency 16. Working with Frequency Levels 17. Working with Emotional versus Rational Appeals 18. Working with Test Cities and Standards 19. Working with Quintiles 20. Working to Define Media Strategies 21. Effectiveness, Engagement, and Commoditization Part III: Media Tactics 22. Working to Define Media Tactics 23. Working with Media Cost Comparisons 24. Working with Estimating 25. Working with a Media Calendar and Flowcharts Part IV: Broadcast Media 26. Working with Broadcast Media Estimates 27. Working with Broadcast Media Costs 28. Working with Broadcast Negotiations Part V: Print Media 29. Working with Print Media Estimates 30. Working with Print Media Costs 31. Working with Print Negotiations Part VI: Out-of-Home Media 32. Working with Out-of-Home Media 33. Working with Out-of-Home Media Costs 34. Working with Out-of-Home Negotiation Part VII: Digital Media 35. Working with Online Display Media Estimates 36. Working with Analytics 37. Working with Online Display Media Costs 38. Working with Search Engine Marketing 39. Working with Facebook and Twitter 40. Working with Online Video Ads 41. Working with Mobile Media Part VIII: Media Tools, Analysis, and Resources 42. Combining Sources and Data 43. Manipulating Data 44. Working with Basic Media Math 45. Working with Media Websites Appendix A. A Primer to Media Math Appendix B. Some Commonly Used Advertising Media Formulas Appendix C. Advertising Media Glossary Appendix D. Steps in the Media Decision Process