Media Planning Workbook / Edition 5

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Overview

Help your students master the skills and techniques needed to research, plan, and buy advertising media. By working through carefully constructed exercises, they'll learn how to apply their knowledge of how media are selected and make well-informed media buying decisions.

Over 30 assignments, complete with in-depth discussions, cover the entire range of media problems including market analysis, media analysis, and media strategy.

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Editorial Reviews

Booknews
A well-written and researched slice of the famous war correspondent's peripatetic life. Focusing on Pyle's last years in Albuquerque, New Mexico, where he and his wife settled before his death in 1945, Melzer (history, U. of New Mexico-Valencia) tries to do with this biography what Pyle had done for the average foot soldier in World War II. He gives the reader a close and personal account of the man, written in a broad and "every man" language to appeal to the "average Joe" that Pyle so ardently typified in his own columns. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780844235028
  • Publisher: McGraw-Hill Higher Education
  • Publication date: 2/9/2001
  • Edition description: New Edition
  • Edition number: 5
  • Pages: 206
  • Sales rank: 1,134,319
  • Product dimensions: 8.30 (w) x 10.70 (h) x 0.50 (d)

Meet the Author

In Jack Z. Sissors' thirty-plus years of teaching media planning strategy at Northwestern University, he created and edited The Journal of Media Planning and directed many influential media symposia. Previous to joining Northwestern, he worked for Leo Burnett and other advertising agencies.

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Table of Contents

Demographic and Index Numbers

Misleading Index Numbers

Using Simmons for Selecting Primary Target Demographics

Analyzing Product Usage Data

Analyzing Market Data

Sales & Marketing Management Survey of Buying Power Data

Competitive Media Expenditure Analysis

SRDS Media Information

Market Selections Based on Sales Data

Weighting BDI and CDI Data

Understanding Coverage

Cost-per-Thousand (CPM) Concepts

Television Ratings Future Television Ratings/Audiences

Broadcast Program Selection

Reach and Frequency

Reach and Frequency of a Combination of Media Vehicles

Converting TV Household Data to Target Audience Reach and Frequency

Reach and Frequency for Radio

Reach and Frequency from Competitive Media Expenditure Data

Determining Effective Frequency and Reach

Gross Impressions in Media Planning

Strategic Impressions

Quintile and Frequency Distributions

Delivering the Planned Objectives

Writing Media Objectives

Planning Media Strategy

Media Plan Checklist

Media Strategy Planning Problem

An Annotated Media Plan for Lux Liquid

Developing a Complete Media Plan

Spot TV Planning

Allocating an Advertising Budget to Spot TV Markets

Spot TV Buying Problem

Developing a Regional media Plan

Evaluating a Media Plan
Appendix: Media Rates
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