Media Planning: A Practical Guide / Edition 3

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Overview

The perfect media-planning primer for your classroom or reference library. This comprehensive resource provides students with a solid foundation in media.

This book presents media dynamics—definitions of various popular media terms and how these terms fit into media planning analysis. The latter part of the book deals with media plan development—how a media plan is constructed and what students should consider in that construction. Interspersed are related topics with which students should be familiar in order to plan effective advertising efforts.

The Glossary/Index is a handy reference defining the most common terms used in media planning, as well as referring the student to the specific page where that term is discussed.

  • Thoroughly discusses the major media forms including Interactive and Out-of-Home.
  • Covers the basic components of a media plan: objectives, research, creative and promotion strategy, sales data, and competitive activity.
  • Addresses basic questions regarding audience geography, scheduling, copy, coupons, reach, and frequency.
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Product Details

  • ISBN-13: 9780844235127
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 1/11/1996
  • Edition description: REV
  • Edition number: 3
  • Pages: 224
  • Sales rank: 513,995
  • Product dimensions: 5.90 (w) x 9.00 (h) x 0.54 (d)

Meet the Author

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

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Table of Contents

Overview
• Rating
• HUT, PUT, and PUR
• Share
• Rating/HUT/Share
• Gross Rating Points/Target Rating Points
• Impressions
• Reach
• Frequency
• Reach/Frequency/GRPs
• Media Mix
• Frequency Distribution
• Effective Reach
• Quintile Distribution
• Index
• Cost-per-Thousand (CPM)
• Cost-per-Point (CPP)
• Demography
• Psychographics/ Clustering
• Audience Composition
• Magazine Audiences
• Readers-per-Copy
• Broadcast Dayparts
• Geographic Areas
• Major Media Forms
• Sampling Error
• How Much to Spend on Advertising
• Media Objectives
• Media Strategies
• How to Present Media
• Negotiating a Media Buy
• Principles of Media Management

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